[SOUND].

So it looks like, [INAUDIBLE] codes

expected utility.
So it calculates expected values, during
the decision making process.
But of course I presented to you a very
abstract situation.
There were extra, extra gains when
neuroeconomists found
the relation between nuclear psycho meds
and values.
But can we predict for example, purchasing
decisions?
Can we predict real life decisions of the
consumers?
[UNKNOWN] showed that actually, we can
predict
whether the person will buy the product
or will not buy the product based on the
activity of the nuclear supplement.
Once again, activity of the nuclear
supplements kills expected values.
So in this case, Brian presented his
subjects different products.
At the beginning of the trial, subject is
exposed to the product.
Later, subjects can see the price of the
product.
And at later, she can make a choice.
So it would be interesting to make
a [UNKNOWN] activity of the nucleus
[UNKNOWN].
When subject is exposed to the product at
the beginning of the trial.
Can we predict the decision of this person
to buy
the product, based on the activity of the
[UNKNOWN] supplement?
And indeed we can.
So if we will scan the subject.
We will find that activity [UNKNOWN] is
stronger when person, person
purchase the product, so if you see at the
bottom of this slide, the
activity of [INAUDIBLE] inspires when
subject will buy the product vs.
When subjects will not buy the product,
you will see that whenever a person
sees a product, and person will later
buy the product, nucleus accondance is
more active.
So here you can predict the decision of
person to buys
the actual product based on the activity
of the nucleus [UNKNOWN].
It is not very strong prediction, but is
higher than chance level.
So indeed, we can even predict the real
life purchasing decision, based on the
activity of [UNKNOWN].
So it looks like this region, actually
curbs our expected values.
And, this idea, of this new economics
metaphor, can
be applied even to the real life shopping
decision.
So we can conclude that nucleus [UNKNOWN]
activation correlates, even if it's
product preferences.
So it actually, activity of this region is
different is the situation where we will
purchase this product versus the situation
where we will not purchase this product.
So I would also present you to give
seminal.
Study conducted by Susan Berk, and she
investigated
our preferences to different types of
products, so
of course we are very much affected for
example by brands, by different categories
of products.
We prefer some products are relative to
other products.
And Susan asked, male subjects to rate
different categories of cars.
She asked subjects, to rate sport cars,
limousines and small cars.
So, if we will make a look to the
behavioral results,
males strongly prefer sport cars relative
to limousines and small cars.
What would you expect, from the brain
activity in this situation?
Let's scan the brain of the male, during
the presentation of sports cars,
limousines, and small cars.
What do we see in the Nucleus Acumbens?
The activity in the Nucleus Acumbens is
proportional to the preferences of males.
So, look at it as a reward center.
Related to our expected estimations of
respectably works is
more activated by it's sport cars, than by
limousines.
I can bear the small cars.
So, it looks like even their, effects of
marketing,
of brands, can be encoded in the activity
of nuclear psychology.
So, overall this study demonstrates that
particular
categories of the product, can activate
Nucleus Acumbens.
And different ways.
So our consumer preferences, also encoded
in zero activity of
Nucleus Acumbens, so, the dominant view on
the role of Nucleus
Acumbens and the roll of dopamine system,
[SOUND] is related to the
idea that this region, this system, codes
predicted utility.
So whenever we make decision, we estimate
available options.
And this region codes expected utilities
for different options.
But, real situation is more complicated.
The [UNKNOWN] are different to use on the
functional role of dopamine system.
I will only ment, mention today a very
important idea in neuroeconomics.
Suggesting that dopamine system and
Nucleus Acumbens,
is also involved into the learning
process.
Okay, as I explained during, during the
first part of this lecture,
dopamine system and Nucleus Acumbens, are
involved into the variation stage of
decision-making.
So, this system is involved into their
coding of the
expected utilities, expected subjective
values related to different options.
But, variation system in the brain,
perhaps is more complex.
Of course we, if we weigh first the
available options.
But next, we have to have a sign.
A final decision, will you, for the
selection of the option.
So, perhaps there is also another type of
values that signal in the brain.
Let's call it decision value signal.
We also, evaluates the outcome of our
decision.
So perhaps, the reason subjective value
assigned to the outcome of our decision
and we later save in our memory values
based on learning process.
So perhaps, there are also, kind of
remembered values
in the brain, so basically to make the
story a
bit more complex, I would mention that, it
can
be that there are different variation
signals in the brain.
For example, predicted utility or
anticipated utility variation signal.
Decision utility signal related to the
decision moment.
Experienced utility, actually utility or
subjective
value of the outcome of our decisions.
And remembered utility.
And sometimes the utility stored in our
memory.
So, it can be actually that utility is a,
general term for various types of utility.
And as I illustrated in the previous
slides, Dopamine system and
Nucleus Acumbens, is very much involved
into the predicted utility calculation.
And to anticipate it's subjective value of
our choice.
But as I will show you now in the next
slides.
The same area, the same system, are
involved into
remembered utility, in to learning based
on our outcomes.
So, this Dopamine system includes no
closer comments.
This Dopamine system, gets a lot of
Dopamine and, is involved in to
the calculation of values, particularly in
to
the calculation of expected values,
expected utility.
But this system, is also involved into
learning.
And I will illustrate it by very prominent
[UNKNOWN] studies.
So let's make a look to the reaction of
these neurons.
To, the certain outcomes, and then the vet
conditioning process.
So you see here first, that some
conditioned stimulus is presented to the
animal.
And after Pavlovian conditioning, this
stimulus actually indicates,
the possibility to get the reward a bit
later.
So you see that these Dopamine neurons,
produce bursts of activity.
A lot of spikes, when animal sees a
picture of conditioned stimulus.
So this is a cue indicating reward.
And, if you see that these neurons do
not react to the reward that is presented
later.
So, this moment is indicated by the red
color here.
So these neurons actually do not react to
the reward itself.
They react to the cue predicting rewards.
But let's make a look to the, central part
of this graph.
If reward is delayed, these neurons start
to react to the reward.
If the reward is pre, present earlier,
these
neurons also start to react to this
reward.
So just make look, it looks like these
neurons coat, violations of expectations.
And so if reward is presented later, they
react.
If reward is presented too early, they
react.
So this neurons encode so called,
expectation error.
So animal expect to get reward at certain
moment, and if it doesn't happen,
this neurons signals and expectation
error.
So this expectational prediction error is
the,
difference between actually receiving
rewards and expected rewards.
So this is an important learning signal.
So whenever we perform a behavioral act,
and we make an
error, our neurosystem produces an error
signal.
And this error signal modifies our
expectations.
So we learn from this error signal.
If we do not experience any error, we
don't
change our behavior and we continue the
same behavioral acts.
So expectation errors, prediction errors,
are the key learning signals in our brain.
They urge us to modify our behavior.
To modify our expectations.
So, it looks like the Dopamine system as
well
as the Nucleus Acumbens also emit a
learning signal.
This is a prediction error signal
suggesting that we
have to change our predictions, we have to
learn.
So overall, Nucleus Acumbens is involved
both
in to the calculation of expected values.
For example, when we see a product and it
is, this brain area encodes
expected values of our decision to
purchase this product.
And also Nucleus Acumbens is involved in
to learning.
So if I our expectations, are violated
this region produces a prediction error
and we learned based on this prediction
error and update our expectations.
During the next
[UNKNOWN].
[SOUND]