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演題詳細

Poster

報酬・意思決定
Reward and Decision Making

開催日 2014/9/12
時間 11:00 - 12:00
会場 Poster / Exhibition(Event Hall B)

送り手の魅力判断がプレゼントの価値を修飾する
Judgment of the sender's attractiveness modifies the value of a present

  • P2-237
  • 中川 潤 / Jun Nakagawa:1,2 高橋 宗良 / Muneyoshi Takahashi:2 岡田 理恵子 / Rieko Okada:2 須惠 明音 / Akane Sue:2 渡辺 光咲 / Misaki Watanabe:2 松島 英介 / Eisuke Matsushima:1 松田 哲也 / Tetsuya Matsuda:2 
  • 1:東京医歯大院 医歯総合 心療・緩和医療学 / Sect of Liaison Psych and Palliative Med, Grad School of Tokyo Medical and Dental Univ, Tokyo, Japan 2:玉川大脳研 / Brain Science Inst, Tamagawa Univ, Tokyo, Japan 

[Introduction]
When we receive a present, we feel that its value differs according to the sender. This phenomenon was known as the halo effect (Thorndike, 1920) but little is known about the neural mechanisms.

[Methods]
Seventeen healthy right-handed female university students participated. Participants chose a very attractive (A) and an unattractive (U) male celebrity prior to the experiment. They rated the attractiveness of 120 objects (rating alone). Among them, 35 objects rated as neutral were used. In the fMRI, participants received them from each celebrity as birthday presents and rated their attractiveness on a 9-point scale (rating as a present). They judged whether the objects promote the interpersonal relations after the experiment.

[Results]
There was a significant rating difference (RD= rating as a present - rating alone) from the baseline (A= +0.6; U= -0.6). Judgment of the social meaning of the presents showed the following: from A, there was a positively larger RD and a shorter reaction time (RT) with the presents judged as promoting the interpersonal relations; from U, there was a negatively larger RD and a shorter RT with the presents judged as not promoting the relations.
In the neural images, there was activation in the orbitofrontal cortex and the angular gyrus both from A and U. There were mainly four areas activated in correlation with the combination of the affect and the social judgment: with the presents judged as promoting the relations, there was activation in the orbitofrontal cortex from A and the posterior cingulate cortex from U; with the presents judged as not promoting the relations, there was activation in the superior temporal gyrus from A and the fusiform gyrus from U.

[Conclusions]
Both the affect (sender's attractiveness) and the social meaning of the gifts modified the value of a present. Although the same areas activated in the value judgment both in the opposite affect, there were various activations in the judgment process with the combination of the affect and the social meaning.
Our findings showed that in the halo effect there was an involvement not only of the affect but also of the social judgment.

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