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Recent work on the cognitive regulation of dietary decision-making suggests that regulation can alter both the choices that people make in the moment and longer-lasting preferences. However, it is unclear what mechanisms lead to temporary or lingering changes. To address this question, we used fMRI during a task employing the cognitive regulation of food choice and assessed changes in food preference from baseline to post-regulation. We found evidence that regulation may result in a temporary reconfiguration of the neural drivers of choice, de-emphasizing goal-inconsistent value-related computations in the ventromedial prefrontal cortex and resulting in more goal-consistent changes in value-related computations in the dorsolateral prefrontal cortex (dlPFC). Moreover, we find that the extent to which the dlPFC was recruited to represent different regulatory goals during the moment of choice negatively predicted the extent to which those regulatory goals produced lingering changes in preference. Our results suggest that the recruitment of the dlPFC in the service of regulation may have a downside: it is effective at changing behavior in the moment, but its effects on preferences are transient.

Recruitment of dlPFC during dietary self-regulation predicts the transience of regulatory effects