Abstract
Three sets of findings are reported here, all related to behavioral and neural correlates of preference decision. First, when one is engaged in a preference decision task with free observation, one's gaze is biased towards the to-be-chosen stimulus (eg. face) long before (s)he is consciously aware of the decision ("gaze cascade effect"). Second, an fMRI study suggested that implicit activity in a subcortical structure (the Nucleus Accumbens) precedes cognitive and conscious decision of preference. Finally, both novelty and familiarity causally contribute to attractiveness, but differently across object categories (such as faces and natural scenes). Taken together, these results point to dynamical and implicit processes both in short- and long-term, towards conscious preference decision. Finally, some discussion will be given on aesthetic decision (i.e. "beauty").
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