Self-control in decision-making involves modulation of the vmPFC valuation system

Dieter's Dilemma The ability to exercise self-control is central to human success and well-being. However, little is known about the neurobiological underpinnings of self-control and how or why these neural mechanisms might differ between successful and unsuccessful decision-makers. Hare et al. (p. 646) used brain imaging in a dieting population undergoing real-life decisions between a healthy or a tempting, yet nutritionally inferior, choice of food. Activity in the ventromedial prefrontal cortex correlated with the value of the stimulus, termed goal value. Importantly, this activity integrated both health and taste values in individuals who were able to exert self-control in their choices, while reflecting only taste in those unable to exert self-control. The neural circuitry underlying choice and self-control is revealed by modeling and brain imaging. Every day, individuals make dozens of choices between an alternative with higher overall value and a more tempting but ultimately inferior option. Optimal decision-making requires self-control. We propose two hypotheses about the neurobiology of self-control: (i) Goal-directed decisions have their basis in a common value signal encoded in ventromedial prefrontal cortex (vmPFC), and (ii) exercising self-control involves the modulation of this value signal by dorsolateral prefrontal cortex (DLPFC). We used functional magnetic resonance imaging to monitor brain activity while dieters engaged in real decisions about food consumption. Activity in vmPFC was correlated with goal values regardless of the amount of self-control. It incorporated both taste and health in self-controllers but only taste in non–self-controllers. Activity in DLPFC increased when subjects exercised self-control and correlated with activity in vmPFC.

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