Identification and change of passive value markers in the laboratory and naturalistic environments

Introduction

When you look at a given object, are you calculating its value even if not prompted to do so? Most theories of valuation claim that choice, prompt, or in general elicitation are needed to induce valuation. However, the well-known mere exposure effect dating back to 1968 suggests that merely viewing an item can induce valuation and even enhance value.

Research Aim

In this proposal, I aim to demonstrate that valuation is an early and automatic process relying on visual, attentional, and motor systems.

PassiveValueMarkers Framework

PassiveValueMarkers offers a novel framework to identify biomarkers of value of individual items passively, without elicitation. The aims of PassiveValueMarkers are:

1. Identifying behavioral and neural passive markers for individual items using computational modeling and influencing these markers.
2. Detecting passive markers of value in gaze pattern analysis behaviorally and in the brain using fMRI.
3. Considering the gap that exists between laboratory studies and the real world, I will identify passive value markers in naturalistic virtual reality environments.

Overarching Aim

The overarching aim of this proposal is to develop a new theoretical framework on individual passive value construction and change. To do so, I will use a unique combination of neuroimaging, computational modeling, gaze-tracking analysis, and virtual reality.

Addressing Understudied Areas

This research will directly address an understudied area of how value for individual items is formed by the brain without active prompt or elicitation. Uncovering the mechanisms of passive value representation at the single item level and individualized per participant will allow for the design of closed-loop manipulations at the item level.

Implications

This approach will serve as the basis for developing novel evidence-based methods for enhanced preference modification in healthy participants and in disorders with abnormal valuation such as addictions, mental illness, and eating disorders.