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A continuing challenge for neuroscientists is to develop new conceptual tools and methodologies for understanding, predicting, and modeling the influences of rewarding/punishing outcomes on human behavior and decision-making. Reinforcement shapes behaviors from the most primitive (fight/flight, ingest/regurgitate, approach/avoid) to complex (buy/sell). Understanding the neural processes underlying reinforcement is critical for understanding economic and social decision-making. Moreover, comprehension of de-ranged processing and responses to reinforcing stimuli is crucial across a range of psychology fields and society as a whole, including psychiatric and neurological illness, eating disorders, criminality, and sociopathy (Vicario and Crescentini, 2012).

Reward and punishment: investigating cortico-bulbar excitability to disclose the value of goods