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Neural Activations Associated with Decision‐time and Choice in a Milk Labeling Experiment
Author(s) -
Crespi John M.,
Lusk Jayson L.,
Cherry J. Bradley C.,
Martin Laura E.,
McFadden Brandon R.,
Bruce Amanda S.
Publication year - 2016
Publication title -
american journal of agricultural economics
Language(s) - English
Resource type - Journals
SCImago Journal Rank - 1.949
H-Index - 111
eISSN - 1467-8276
pISSN - 0002-9092
DOI - 10.1093/ajae/aav049
Subject(s) - valuation (finance) , growth hormone , intertemporal choice , prefrontal cortex , hormone , cloning (programming) , neuroscience , biology , computer science , psychology , cognition , econometrics , economics , endocrinology , finance , programming language
The authors incorporate brain activation data in an analysis of decision time and choices for milk labeled as produced with growth hormone or cloning technologies, or labeled as conventional milk. Non‐hypothetical choices and decision time are correlated with blood oxygenation level‐dependent extractions in brain regions previously found to be involved in valuation. The significance of the activations related to price and production technology differs in models of decision time and choice. More areas influence the time it takes to make a decision. The final decision appears to be most correlated with localized areas in the medial prefrontal cortex, with a higher correlation when the choice is about growth hormones than cloning technology.