Beauty is in the nose of the beholder: Fragrance modulates attractiveness, confidence and femininity ratings and neural responses to faces of self and others.

Previous research investigated cross-modal influence of olfactory stimuli on perception and evaluation of faces. However, little is known about the neural dynamics underpinning this multisensory perception, and no research examined perception for images of oneself, and others, in presence of fragrances. This study investigated the neural mechanisms of olfactory-visual processing using electroencephalography (EEG) and subjective evaluations of self- and other-images. 22 female participants evaluated images of female actors and themselves while being exposed to the fragrance of a commercially available body wash or clean air delivered via olfactometer. Participants rated faces for attractiveness, femininity, confidence and glamorousness on visual analogue scales. EEG data was recorded and event-related potentials (ERPs) associated with onset of face stimuli were analysed to consider effects of fragrance presence on face processing, and interactions between fragrance and self-other image-type. Subjective ratings of confidence, attractiveness and femininity were increased for both image-types in pleasant fragrance relative to clean air condition. ERP components covering early-to-late stages of face processing were modulated by the presence of fragrance. Findings also revealed a cross-modal fragrance-face interaction, with pleasant fragrance particularly affecting ERPs to self-images in mid-latency ERP components. Results showed that the pleasant fragrance of the commercially available body wash impacted how participants perceived faces of self and others. Self- and other-image faces were subjectively rated as more attractive, confident and feminine in the presence of the pleasant fragrance compared to an un-fragranced control. The pleasant fragrance also modulated underlying electrophysiological activity. For the first time, an effect of pleasant fragrance on face perception was observed in the N1 component, suggesting impact within 100 ms. Pleasant fragrance also demonstrated greater impact on subsequent neural processing for self, relative to other-faces. The findings have implications for understanding multisensory integration during evaluations of oneself and others.

COLD Fusion: Calibrated and Ordinal Latent Distribution Fusion for Uncertainty-Aware Multimodal Emotion Recognition.

Automatically recognising apparent emotions from face and voice is hard, in part because of various sources of uncertainty, including in the input data and the labels used in a machine learning framework. This paper introduces an uncertainty-aware multimodal fusion approach that quantifies modality-wise aleatoric or data uncertainty towards emotion prediction. We propose a novel fusion framework, in which latent distributions over unimodal temporal context are learned by constraining their variance. These variance constraints, Calibration and Ordinal Ranking, are designed such that the variance estimated for a modality can represent how informative the temporal context of that modality is w.r.t. emotion recognition. When well-calibrated, modality-wise uncertainty scores indicate how much their corresponding predictions are likely to differ from the ground truth labels. Well-ranked uncertainty scores allow the ordinal ranking of different frames across different modalities. To jointly impose both these constraints, we propose a softmax distributional matching loss. Our evaluation on AVEC 2019 CES, CMU-MOSEI, and IEMOCAP datasets shows that the proposed multimodal fusion method not only improves the generalisation performance of emotion recognition models and their predictive uncertainty estimates, but also makes the models robust to novel noise patterns encountered at test time.

Neural correlates of naturalistic single-trial appetitive conditioning.

BACKGROUND: Prior research suggests naturalistic single-trial appetitive conditioning may be a potent phenomenon in humans, capable of modulating both motivation and attention. In this study, we aimed to characterise the neural correlates of this phenomenon using functional Magnetic Resonance Imaging (fMRI) paradigms METHODS: Twenty-three healthy adults (12 males) underwent conditioning during which they ate a novel 3D object made from white chocolate (CS+) and handled a similar object made from plastic (CS-). Brain activity was recorded before and after conditioning during a passive viewing paradigm RESULTS: A naturalistic CS+ was rated as more highly craved, better-liked and elicited greater expectancies for chocolate than the CS- after conditioning. An exploration of the interaction between time (pre- and post-conditioning) and CS type (CS+, CS-) during the passive viewing task suggested enhanced activation from pre- to post-conditioning in the right superior frontal gyrus (R.SFG) in response to the CS-. CONCLUSION: Results reveal neural correlates of single-trial appetitive conditioning and highlight a possible role of response inhibition during learning about non-rewards, perhaps optimizing motivated behaviour. These findings contribute to our understanding of the neural mechanisms underpinning rapid reward and non-reward learning, and may inform development of behavioural interventions for reward-driven overeating.

The neural correlates of texture perception: A systematic review and activation likelihood estimation meta-analysis of functional magnetic resonance imaging studies.

INTRODUCTION: Humans use discriminative touch to perceive texture through dynamic interactions with surfaces, activating low-threshold mechanoreceptors in the skin. It was largely assumed that texture was processed in primary somatosensory regions in the brain; however, imaging studies indicate heterogeneous patterns of brain activity associated with texture processing. METHODS: To address this, we conducted a coordinate-based activation likelihood estimation meta-analysis of 13 functional magnetic resonance imaging studies (comprising 15 experiments contributing 228 participants and 275 foci) selected by a systematic review. RESULTS: Concordant activations for texture perception occurred in the left primary somatosensory and motor regions, with bilateral activations in the secondary somatosensory, posterior insula, and premotor and supplementary motor cortices. We also evaluated differences between studies that compared touch processing to non-haptic control (e.g., rest or visual control) or those that used haptic control (e.g., shape or orientation perception) to specifically investigate texture encoding. Studies employing a haptic control revealed concordance for texture processing only in the left secondary somatosensory cortex. Contrast analyses demonstrated greater concordance of activations in the left primary somatosensory regions and inferior parietal cortex for studies with a non-haptic control, compared to experiments accounting for other haptic aspects. CONCLUSION: These findings suggest that texture processing may recruit higher order integrative structures, and the secondary somatosensory cortex may play a key role in encoding textural properties. The present study provides unique insight into the neural correlates of texture-related processing by assessing the influence of non-textural haptic elements and identifies opportunities for a future research design to understand the neural processing of texture.

Economic value in the Brain: A meta-analysis of willingness-to-pay using the Becker-DeGroot-Marschak auction.

Forming and comparing subjective values (SVs) of choice options is a critical stage of decision-making. Previous studies have highlighted a complex network of brain regions involved in this process by utilising a diverse range of tasks and stimuli, varying in economic, hedonic and sensory qualities. However, the heterogeneity of tasks and sensory modalities may systematically confound the set of regions mediating the SVs of goods. To identify and delineate the core brain valuation system involved in processing SV, we utilised the Becker-DeGroot-Marschak (BDM) auction, an incentivised demand-revealing mechanism which quantifies SV through the economic metric of willingness-to-pay (WTP). A coordinate-based activation likelihood estimation meta-analysis analysed twenty-four fMRI studies employing a BDM task (731 participants; 190 foci). Using an additional contrast analysis, we also investigated whether this encoding of SV would be invariant to the concurrency of auction task and fMRI recordings. A fail-safe number analysis was conducted to explore potential publication bias. WTP positively correlated with fMRI-BOLD activations in the left ventromedial prefrontal cortex with a sub-cluster extending into anterior cingulate cortex, bilateral ventral striatum, right dorsolateral prefrontal cortex, right inferior frontal gyrus, and right anterior insula. Contrast analysis identified preferential engagement of the mentalizing-related structures in response to concurrent scanning. Together, our findings offer succinct empirical support for the core structures participating in the formation of SV, separate from the hedonic aspects of reward and evaluated in terms of WTP using BDM, and show the selective involvement of inhibition-related brain structures during active valuation.

Tactile estimation of hedonic and sensory properties during active touch: An electroencephalography study.

Perceptual judgements about our physical environment are informed by somatosensory information. In real-world exploration, this often involves dynamic hand movements to contact surfaces, termed active touch. The current study investigated cortical oscillatory changes during active exploration to inform the estimation of surface properties and hedonic preferences of two textured stimuli: smooth silk and rough hessian. A purpose-built touch sensor quantified active touch, and oscillatory brain activity was recorded from 129-channel electroencephalography. By fusing these data streams at a single trial level, oscillatory changes within the brain were examined while controlling for objective touch parameters (i.e., friction). Time-frequency analysis was used to quantify changes in cortical oscillatory activity in alpha (8-12 Hz) and beta (16-24 Hz) frequency bands. Results reproduce findings from our lab, whereby active exploration of rough textures increased alpha-band event-related desynchronisation in contralateral sensorimotor areas. Hedonic processing of less preferred textures resulted in an increase in temporoparietal beta-band and frontal alpha-band event-related desynchronisation relative to most preferred textures, suggesting that higher order brain regions are involved in the hedonic processing of texture. Overall, the current study provides novel insight into the neural mechanisms underlying texture perception during active touch and how this process is influenced by cognitive tasks.

Neural correlates of perceptual texture change during active touch.

Introduction: Texture changes occur frequently during real-world haptic explorations, but the neural processes that encode perceptual texture change remain relatively unknown. The present study examines cortical oscillatory changes during transitions between different surface textures during active touch. Methods: Participants explored two differing textures whilst oscillatory brain activity and finger position data were recorded using 129-channel electroencephalography and a purpose-built touch sensor. These data streams were fused to calculate epochs relative to the time when the moving finger crossed the textural boundary on a 3D-printed sample. Changes in oscillatory band power in alpha (8-12 Hz), beta (16-24 Hz) and theta (4-7 Hz) frequency bands were investigated. Results: Alpha-band power reduced over bilateral sensorimotor areas during the transition period relative to ongoing texture processing, indicating that alpha-band activity is modulated by perceptual texture change during complex ongoing tactile exploration. Further, reduced beta-band power was observed in central sensorimotor areas when participants transitioned from rough to smooth relative to transitioning from smooth to rough textures, supporting previous research that beta-band activity is mediated by high-frequency vibrotactile cues. Discussion: The present findings suggest that perceptual texture change is encoded in the brain in alpha-band oscillatory activity whilst completing continuous naturalistic movements across textures.

Bid outcome processing in Vickrey auctions: An ERP study.

Online retailers often sell products using a socially competitive second-price sealed-bid auction known as a Vickrey auction (VA), an incentivized demand-revealing mechanism used to elicit players' subjective values. The VA presents a situation of risky decision-making, which typically implements value processing and a loss aversion mechanism. Neural outcome processing of VA bids are not known; this study explores this for the first time using EEG. Twenty-eight healthy participants bid on household items against an anonymous, computerized opponent. Bid outcome event-related potentials were predicted to differentiate between three conditions: outbid (no-win), large margin win (bargain), and small margin win (snatch). Individual loss aversion values were evaluated in a separate behavioral experiment offering gains or losses of variable amounts but equal chances against an assured gain. Processing outcomes of VA bids were associated with a feedback-related negativity (FRN) potential with a spatial maximum at the vertex (251-271 ms), where bargain win trials resulted in greater FRN amplitudes than snatch win trials. Additionally, a P300 potential was sensitive to win versus no-win outcomes and to retail price. Individual loss aversion level did not correlate with the strength of FRN or P300. Results show that outcome processing in a VA is associated with FRN that differentiates between relatively advantageous and less advantageous gains, and a P300 that distinguishes between the more and less expensive auction items. Our findings pave the way to an objective exploration of economic decision-making and purchasing behavior involving a widely popular auction.

Neural correlates of texture perception during active touch.

Previous studies have shown attenuation of cortical oscillations over bilateral sensorimotor cortex areas during passive perception of smooth textures applied to the skin. However, humans typically explore surfaces using dynamic hand movements. As movements may both modulate texture-related cortical activity and induce movement-related cortical activation, data from passive texture perception cannot be extrapolated to active texture perception. In the present study, we used electroencephalography to investigate cortical oscillatory changes during texture perception throughout active touch exploration. Three natural textured stimuli were selected: smooth silk, soft brushed cotton, and rough hessian. Texture samples were mounted on a purpose-built touch sensor which measured the load and position of the index finger, whilst electroencephalography from 129 channels recorded oscillatory brain activity. The data were fused to investigate oscillatory changes relating to active touch. Changes in oscillatory band power, event-related desynchronisation/synchronisation (ERD/ERS), were investigated in alpha (8-12 Hz) and beta (16-24 Hz) frequency bands. Active texture exploration revealed bilateral activation patterns over sensorimotor cortical areas. Beta-band ERD increased over contralateral sensorimotor regions for soft and smooth textures, and over ipsilateral sensorimotor areas for the smoothest texture. Analysis of covariance revealed that individual differences in perception of softness and smoothness were related to variations in cortical oscillatory activity. Differences may be due to increased high frequency vibrations for smooth and soft textures compared to rough. For the first time, active touch was quantified and fused with electroencephalography data streams, contributing to the understanding of the neural correlates of texture perception during active touch.

Investigating the effect of losses and gains on effortful engagement during an incentivized Go/NoGo task through anticipatory cortical oscillatory changes.

Losses usually have greater subjective value (SV) than gains of equal nominal value but often cause a relative deterioration in effortful performance. Since losses and gains induce differing approach/avoidance behavioral tendencies, we explored whether incentive type interacted with approach/avoidance motor-sets. Alpha- and beta-band event-related desynchronization (ERD) was hypothesized to be weakest when participants expected a loss and prepared an inhibitory motor-set, and strongest when participants expected a gain and prepared an active motor-set. It was also hypothesized that effort would modulate reward and motor-set-related cortical activation patterns. Participants completed a cued Go/NoGo task while expecting a reward (+10p), avoiding a loss (-10p), or receiving no incentive (0p); and while expecting a NoGo cue with a probability of either .75 or .25. Pre-movement alpha- and beta-band EEG power was analyzed using the ERD method, and the SV of effort was evaluated using a cognitive effort discounting task. Gains incentivized faster RTs and stronger preparatory alpha band ERD compared to loss and no incentive conditions, while inhibitory motor-sets resulted in significantly weaker alpha-band ERD. However, there was no interaction between incentive and motor-sets. Participants were more willing to expend effort in losses compared to gain trials, although the SV of effort was not associated with ERD patterns or RTs. Results suggest that incentive and approach/avoidance motor tendencies modulate cortical activations prior to a speeded RT movement independently, and are not associated with the economic value of effort. The present results favor attentional explanations of the effect of incentive modality on effort.

A Behavioral and Electrophysiological Investigation of Effects of Visual Congruence on Olfactory Sensitivity During Habituation to Prolonged Odors.

Congruent visual cues augment sensitivity to brief olfactory presentations and habituation of odor perception is modulated by central-cognitive processing including context. However, it is not known whether habituation to odors could interact with cross-modal congruent stimuli. The present research investigated the effect of visual congruence on odor detection sensitivity during continuous odor exposures. We utilized a multimethod approach, including subjective behavioral responses and reaction times (RTs; study 1) and electroencephalography (EEG, study 2). Study 1: 25 participants received 2-min presentations of moderate-intensity floral odor delivered via olfactometer with congruent (flower) and incongruent (object) image presentations. Participants indicated odor perception after each image. Detection sensitivity and RTs were analyzed in epochs covering the period of habituation. Study 2: 25 new participants underwent EEG recordings during 145-s blocks of odor presentations with congruent or incongruent images. Participants passively observed images and intermittently rated the perceived intensity of odor. Event-related potential analysis was utilized to evaluate brain processing related to odor-visual pairs across the period of habituation. Odor detection sensitivity and RTs were improved by congruent visual cues. Results highlighted a diminishing influence of visual congruence on odor detection sensitivity as habituation occurred. Event-related potential analysis revealed an effect of congruency on electrophysiological processing in the N400 component. This was only evident in early periods of odor exposure when perception was strong. For the first time, this demonstrates the modulation of central processing of odor-visual pairs by habituation. Frontal negativity (N400) responses encode the aspects of cross-modal congruence for odor-vision cross-modal tasks.

The cortical oscillatory patterns associated with varying levels of reward during an effortful vigilance task.

We explored how reward and value of effort shapes performance in a sustained vigilance, reaction time (RT) task. It was posited that reward and value would hasten RTs and increase cognitive effort by boosting activation in the sensorimotor cortex and inhibition in the frontal cortex, similar to the horse-race model of motor actions. Participants performed a series of speeded responses while expecting differing monetary rewards (0 pence (p), 1 p, and 10 p) if they responded faster than their median RT. Amplitudes of cortical alpha, beta, and theta oscillations were analysed using the event-related desynchronization method. In experiment 1 (N = 29, with 12 females), reward was consistent within block, while in experiment 2 (N = 17, with 12 females), reward amount was displayed before each trial. Each experiment evaluated the baseline amplitude of cortical oscillations differently. The value of effort was evaluated using a cognitive effort discounting task (COGED). In both experiments, RTs decreased significantly with higher rewards. Reward level sharpened the increased amplitudes of beta oscillations during fast responses in experiment 1. In experiment 2, reward decreased the amplitudes of beta oscillations in the ipsilateral sensorimotor cortex. Individual effort values did not significantly correlate with oscillatory changes in either experiment. Results suggest that reward level and response speed interacted with the task- and baseline-dependent patterns of cortical inhibition in the frontal cortex and with activation in the sensorimotor cortex during the period of motor preparation in a sustained vigilance task. However, neither the shortening of RT with increasing reward nor the value of effort correlated with oscillatory changes. This implies that amplitudes of cortical oscillations may shape upcoming motor responses but do not translate higher-order motivational factors into motor performance.

A Systematic Review and Activation Likelihood Estimation Meta-Analysis of fMRI Studies on Sweet Taste in Humans.

BACKGROUND: The reward value of palatable foods is often cited as an important influence on eating behaviors, including intake of sugars. However, human neuroimaging studies have generated conflicting evidence on the basic neural representation of taste and reward responses to caloric sweeteners (sucrose and glucose), and most relevant studies have used small subject numbers. OBJECTIVE: We conducted a systematic review and a coordinate-based meta-analysis of studies reporting brain responses to oral sugar solutions. METHODS: A systematic search of MEDLINE, Scopus, and PsycINFO through October 2019 identified fMRI studies (in healthy human adults, including those with overweight or obesity) assessing differences in responses to purified sweet and nonsweet taste stimuli. Data were extracted with the primary objective of quantifying evidence for the activation of brain regions associated with caloric sweet taste sensation. We used activation likelihood estimation meta-analysis methods. We also performed multiple sensitivity analyses to assess the generality of effects. RESULTS: Of 455 unique articles, 15 met the criteria for inclusion. These contributed to 2 primary meta-analyses: 1) sucrose (13 experiments, 179 coordinates, n = 241) and 2) sucrose + glucose (16 experiments, 209 coordinates, n = 262). Consistent activation was apparent in primary taste areas: insula (69.2% of studies) and opercular cortex (76.9% of studies), precentral gyri (53.9% of studies), and globus pallidus and postcentral gyrus (30.8% of studies for each). Evidence of reward activity (caudate) was seen in the primary analyses (30.8% of studies) but not in sensitivity analysis. CONCLUSIONS: We confirm the importance of primary taste areas for gustatory processing in human adults. We also provide tentative evidence for reward-related caudate activity in relation to the sweet taste of caloric sugars. A number of factors affect the observation and interpretation of brain responses, including reward-related activity. Firm conclusions require confirmation with large data set studies.

Neural underpinnings of value-guided choice during auction tasks: An eye-fixation related potentials study.

Values are attributed to goods during free viewing of objects which entails multi- and trans-saccadic cognitive processes. Using electroencephalographic eye-fixation related potentials, the present study investigated how neural signals related to value-guided choice evolved over time when viewing household and office products during an auction task. Participants completed a Becker-DeGroot-Marschak auction task whereby half of the stimuli were presented in either a free or forced bid protocol to obtain willingness-to-pay. Stimuli were assigned to three value categories of low, medium and high value based on subjective willingness-to-pay. Eye fixations were organised into five 800 ms time-bins spanning the objects total viewing time. Independent component analysis was applied to eye-fixation related potentials. One independent component (IC) was found to represent fixations for high value products with increased activation over the left parietal region of the scalp. An IC with a spatial maximum over a fronto-central region of the scalp coded the intermediate values. Finally, one IC displaying activity that extends over the right frontal scalp region responded to intermediate- and low-value items. Each of these components responded early on during viewing an object and remained active over the entire viewing period, both during free and forced bid trials. Results suggest that the subjective value of goods are encoded using sets of brain activation patterns which are tuned to respond uniquely to either low, medium, or high values. Data indicates that the right frontal region of the brain responds to low and the left frontal region to high values. Values of goods are determined at an early point in the decision making process and carried for the duration of the decision period via trans-saccadic processes.

Intensity expectation modifies gustatory evoked potentials to sweet taste: Evidence of bidirectional assimilation in early perceptual processing.

Expectations can affect subjective sensory and hedonic ratings of tastes, but it is unclear whether they also shape sensory experience at a perceptual level. The neural correlates of the taste-expectancy relationship were explored through EEG analysis. Using a trial-by-trial cueing paradigm, lingual delivery of 0.05 M or 0.3 M sucrose solutions was preceded by congruent or incongruent visual cues designed to promote anticipation of either a low-sweet or high-sweet solution. When participants were cued to expect low-sweet, but received high-sweet (incongruent cue), intensity ratings for high-sweet decreased. Likewise, expectation of high-sweet increased intensity ratings of low-sweet solutions. Taste-dependent, right central-parietal gustatory ERPs were detected, with greater P1 (associated with greater right insula activation) and P2 peak amplitudes for high-sweet tastes. Valid cue-taste pairings led to specific reduced right-lateralized N400 responses (associated with an attenuation in right insula activation) compared with invalid cue-taste pairings. Finally, P1 amplitudes following invalidly cued low-sweet tastes closely matched those generated by expected high-sweet tastes, and P1 amplitudes for invalidly cued high-sweet tastes resembled those generated by low-sweet tastes. We conclude that, as well as modifying subjective ratings toward the anticipated intensity level, expectations affect cortical activity in a top-down manner to induce bidirectional assimilation in the early perceptual processing of sweet taste and modulate N400 ERP components not previously associated with gustatory stimulation.

Brain Responses to Emotional Faces in Natural Settings: A Wireless Mobile EEG Recording Study.

The detection of a human face in a visual field and correct reading of emotional expression of faces are important elements in everyday social interactions, decision making and emotional responses. Although brain correlates of face processing have been established in previous fMRI and electroencephalography (EEG)/MEG studies, little is known about how the brain representation of faces and emotional expressions of faces in freely moving humans. The present study aimed to detect brain electrical potentials that occur during the viewing of human faces in natural settings. 64-channel wireless EEG and eye-tracking data were recorded in 19 participants while they moved in a mock art gallery and stopped at times to evaluate pictures hung on the walls. Positive, negative and neutral valence pictures of objects and human faces were displayed. The time instants in which pictures first occurred in the visual field were identified in eye-tracking data and used to reconstruct the triggers in continuous EEG data after synchronizing the time axes of the EEG and eye-tracking device. EEG data showed a clear face-related event-related potential (ERP) in the latency interval ranging from 165 to 210 ms (N170); this component was not seen whilst participants were viewing non-living objects. The face ERP component was stronger during viewing disgusted compared to neutral faces. Source dipole analysis revealed an equivalent current dipole in the right fusiform gyrus (BA37) accounting for N170 potential. Our study demonstrates for the first time the possibility of recording brain responses to human faces and emotional expressions in natural settings. This finding opens new possibilities for clinical, developmental, social, forensic, or marketing research in which information about face processing is of importance.

Attentional modulation of desensitization to odor.

Subjective and behavioral responsiveness to odor diminishes during prolonged exposure. The precise mechanisms underlying olfactory desensitization are not fully understood, but previous studies indicate that the phenomenon may be modulated by central-cognitive processes. The present study investigated the effect of attention on perceived intensity during exposure to a pleasant odor. A within-subjects design was utilized with 19 participants attending 2 sessions. During each session, participants continuously rated their perceived intensity of a 10-minute exposure to a pleasant fragrance administered using an olfactometer. An auditory oddball task was implemented to manipulate the focus of attention in each session. Participants were instructed to either direct their attention toward the sounds, but still to rate odor, or to focus entirely on rating the odor. Analysis revealed three 50-second time windows with significantly lower mean intensity ratings during the distraction condition. Curve fitting of the data disclosed a linear function of desensitization in the focused attention condition compared with an exponential decay function during distraction condition, indicating an increased rate of initial desensitization when attention is distracted away from the odor. In the focused-attention condition, perceived intensity demonstrated a regular pattern of odor sensitivity occurring at approximately 1-2 minutes intervals following initial desensitization. Spectral analysis of low-frequency oscillations confirmed the presence of augmented spectral power in this frequency range during focused relative to distracted conditions. The findings demonstrate for the first time modulation of odor desensitization specifically by attentional factors, exemplifying the relevance of top-down control for ongoing perception of odor.

Neural correlates of economic value and valuation context: an event-related potential study.

The value of environmental cues and internal states is continuously evaluated by the human brain, and it is this subjective value that largely guides decision making. The present study aimed to investigate the initial value attribution process, specifically the spatiotemporal activation patterns associated with values and valuation context, using electroencephalographic event-related potentials (ERPs). Participants completed a stimulus rating task in which everyday household items marketed up to a price of £4 were evaluated with respect to their desirability or material properties. The subjective values of items were evaluated as willingness to pay (WTP) in a Becker-DeGroot-Marschak auction. On the basis of the individual's subjective WTP values, the stimuli were divided into high- and low-value items. Source dipole modeling was applied to estimate the cortical sources underlying ERP components modulated by subjective values (high vs. low WTP) and the evaluation condition (value-relevant vs. value-irrelevant judgments). Low-WTP items and value-relevant judgments both led to a more pronounced N2 visual evoked potential at right frontal scalp electrodes. Source activity in right anterior insula and left orbitofrontal cortex was larger for low vs. high WTP at ∼200 ms. At a similar latency, source activity in right anterior insula and right parahippocampal gyrus was larger for value-relevant vs. value-irrelevant judgments. A stronger response for low- than high-value items in anterior insula and orbitofrontal cortex appears to reflect aversion to low-valued item acquisition, which in an auction experiment would be perceived as a relative loss. This initial low-value bias occurs automatically irrespective of the valuation context. NEW & NOTEWORTHY We demonstrate the spatiotemporal characteristics of the brain valuation process using event-related potentials and willingness to pay as a measure of subjective value. The N2 component resolves values of objects with a bias toward low-value items. The value-related changes of the N2 component are part of an automatic valuation process.

Simultaneous odour-face presentation strengthens hedonic evaluations and event-related potential responses influenced by unpleasant odour.

Odours alter evaluations of concurrently presented visual stimuli, such as faces. Stimulus onset asynchrony (SOA) is known to affect evaluative priming in various sensory modalities. However, effects of SOA on odour priming of visual stimuli are not known. The present study aimed to analyse whether subjective and cortical activation changes during odour priming would vary as a function of SOA between odours and faces. Twenty-eight participants rated faces under pleasant, unpleasant, and no-odour conditions using visual analogue scales. In half of trials, faces appeared one-second after odour offset (SOA 1). In the other half of trials, faces appeared during the odour pulse (SOA 2). EEG was recorded continuously using a 128-channel system, and event-related potentials (ERPs) to face stimuli were evaluated using statistical parametric mapping (SPM). Faces presented during unpleasant-odour stimulation were rated significantly less pleasant than the same faces presented one-second after offset of the unpleasant odour. Scalp-time clusters in the late-positive-potential (LPP) time-range showed an interaction between odour and SOA effects, whereby activation was stronger for faces presented simultaneously with the unpleasant odour, compared to the same faces presented after odour offset. Our results highlight stronger unpleasant odour priming with simultaneous, compared to delayed, odour-face presentation. Such effects were represented in both behavioural and neural data. A greater cortical and subjective response during simultaneous presentation of faces and unpleasant odour may have an adaptive role, allowing for a prompt and focused behavioural reaction to a concurrent stimulus if an aversive odour would signal danger, or unwanted social interaction.