ArticleScientific reports2019
Common neural value representations of hedonic and utilitarian products in the ventral stratum: An fMRI study.
Article in Scientific reports, 2019. The graph could read no effect estimate from its abstract, so it casts no vote on the map. An erratum has been issued. Cited by 9 papers, 2 of them syntheses that pooled it.
What it found
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The abstract states no effect estimate the extractor could read, or names no intervention and outcome on the map, so this paper lights no cell and moves no belief. It is still indexed, cited and linked below.
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Trials whose registry record cites this paper, or whose number appears in the abstract. A trial that started after this paper was published is citing it as background, not reporting it.
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Who cites it
9 citing papers in PubMed, 2 syntheses or guidelines pooled it, 27 citations in OpenAlex.
- Economic value in the Brain: A meta-analysis of willingness-to-pay using the Becker-DeGroot-Marschak auction.PloS one · 2023Pooled it
- Neural mechanisms of brand love relationship dynamics: Is the development of brand love relationships the same as that of interpersonal romantic love relationships?Frontiers in neuroscience · 2022Pooled it
- The human reward system encodes the subjective value of ideas during creative thinking.Communications biology · 2025Article
- Exploring the mechanism of live streaming e-commerce anchors' language appeals on users' purchase intention.Frontiers in psychology · 2023Article
- The effect of action contingency on social perception is independent of person-like appearance and is related to deactivation of the frontal component of the self-agency network.Scientific reports · 2022Article
- Neural substrates of brand equity: applying a quantitative meta-analytical method for neuroimage studies.Heliyon · 2022Article
- "Sound" Decisions: The Combined Role of Ambient Noise and Cognitive Regulation on the Neurophysiology of Food Cravings.Frontiers in neuroscience · 2022Article
- Watershed Brain Regions for Characterizing Brand Equity-Related Mental Processes.Brain sciences · 2021Article
- Ventral-Dorsal Subregions in the Posterior Cingulate Cortex Represent Pay and Interest, Two Key Attributes of Job Value.Cerebral cortex communications · 2021Article
Corrections and comments
- Erratum issued
Authors and funding
3 authors at 1 institution in 1 country.
Funding
No grant is acknowledged in the PubMed record.
Abstract
Hedonic goods are goods that people buy to obtain emotional experiences, such as joy or excitement, while utilitarian goods are bought to meet functional or instrumental needs. Although research in neuroscience suggests that the values of hedonic and utilitarian goods are similarly represented, it remains largely unknown how these values are mapped during purchasing decisions or task-irrelevant judgments. It has been suggested that people rely more on hedonic (vs. utilitarian) factors when making task-irrelevant judgments, and that this is amplified by trait-reward seeking. Functional magnetic resonance imaging (fMRI) can directly measure the mental processes involved in explicit or task-irrelevant value judgments. Using fMRI, we found that the explicit value of hedonic and utilitarian goods was commonly processed in the ventral striatum. In contrast, no significant results were obtained in common neural processing of task-irrelevant hedonic and utilitarian value. Additionally, we did not find any evidence that trait-reward seeking modulates task-irrelevant hedonic (vs. utilitarian) value processing. Our findings show that the value of both hedonic and utilitarian goods is commonly represented in the ventral striatum, and indicate that the value construct underlying consumer purchases is unidimensional.
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Registered trials
Read under generation 80e0d062 · epoch 390. Bibliography from PubMed, PubMed Central and OpenAlex; grants from NIH RePORTER; trial links from ClinicalTrials.gov; estimates, votes and beliefs from the OpenQuestion graph.