Correction: The Prediction of Market-level Food Choices by the Neural Valuation Signal.

[This corrects the article DOI: 10.1371/journal.pone.0286648.].

The prediction of market-level food choices by the neural valuation signal.

Neuroimaging studies have demonstrated the ability to use the brain activity of a group of individuals to forecast the behavior of an independent group. In the current study, we attempted to forecast aggregate choices in a popular restaurant chain. During our functional magnetic resonance imaging (fMRI) study, 22 participants were exposed to 78 photos of dishes from a new menu of a popular restaurant chain. In addition to self-reported preferences, fMRI data was extracted from an a priori domain-general and task-specific region of interest-the ventral striatum. We investigated the relationship between the neural activity and real one-year sales provided by the restaurant chain. Activity in the ventral striatum, which was defined using the task-specific region of interest, significantly correlated (r = 0.28, p = 0.01) with one-year sales. A regression analysis, which included ventral striatum activity together with the objective characteristics of the products (price and weight), behavioral, and survey data, showed R2 values of 0.33. Overall, our results confirm prior studies, which have suggested, that brain activity in the reward system of a relatively small number of individuals can forecast the aggregate choice of a larger independent group of people.

Role of the prefrontal cortex in prosocial and self-maximization motivations: an rTMS study.

More than a decade of neuroimaging and brain stimulation studies point to a crucial role for the right dorsolateral prefrontal cortex (rDLPFC) in prosocial behavior. The intuitive prosociality model postulates that the rDLPFC controls intuitive prosocial behavior, whereas the reflective model assumes that the rDLPFC controls selfish impulses during prosocial behavior. The intuitive prosociality model implies that the transient disruption of the rDLPFC should increase voluntary transfers in both dictator and generosity games. In contrast, the reflective model suggests that the transient disruption of the rDLPFC should decrease transfers in the dictator game, without affecting voluntary transfers in the generosity game, in which selfish motives are minimized. The aim of this paper was to compare predictions of the intuitive and reflective models using the classic dictator game and generosity game and continuous theta burst stimulation (cTBS). In this study, two groups of healthy participants (dictators) received either cTBS over the rDLPFC or right extrastriate visual areas. As shown by the results, the transient disruption of the rDLPFC significantly promoted prosocial motives in the dictator game only, particularly in the trials with the lowest dictator's costs. These findings partially support the notion that the rDLPFC controls intuitive prosocial behavior.