Abstract
Value-based decision making occurs when individuals choose between different alternatives and place a value on each alternative and its attributes. Marketing actions frequently manipulate product attributes, by adding, e.g., health claims on the packaging. A previous imaging study found that an emblem for organic products increased willingness to pay (WTP) and activity in the ventral striatum (VS). The current study investigated neural and behavioral processes underlying the influence of Fair Trade (FT) labeling on food valuation and choice. Sustainability is an important product attribute for many consumers, with FT signals being one way to highlight ethically sustainable production. Forty participants valuated products in combination with an FT emblem or no emblem and stated their WTP in a bidding task while in an MRI scanner. After that, participants tasted—objectively identical—chocolates, presented either as “FT” or as “conventionally produced”. In the fMRI task, WTP was significantly higher for FT products. FT labeling increased activity in regions important for reward-processing and salience, that is, in the VS, anterior and posterior cingulate, as well as superior frontal gyrus. Subjective value, that is, WTP was correlated with activity in the ventromedial prefrontal cortex (vmPFC). We find that the anterior cingulate, VS and superior frontal gyrus exhibit task-related increases in functional connectivity to the vmPFC when an FT product was evaluated. Effective connectivity analyses revealed a highly probable directed modulation of the vmPFC by those three regions, suggesting a network which alters valuation processes. We also found a significant taste-placebo effect, with higher experienced taste pleasantness and intensity for FT labeled chocolates. Our results reveal a possible neural mechanism underlying valuation processes of certified food products. The results are important in light of understanding current marketing trends as well as designing future interventions that aim at positively influencing food choice.
Highlights
Value-based decision making occurs when individuals choose between complex alternatives based on subjective values placed on the options and their attributes (Rangel et al, 2008)
dynamic causal modeling (DCM) We find that there is a highly probable, rather small modulation of the ventromedial prefrontal cortex (vmPFC) by all three regions
The present study investigated the neural and behavioral processes underlying the influence of Fair Trade (FT) labeling on food valuation and choice
Summary
Value-based decision making occurs when individuals choose between complex alternatives based on subjective values placed on the options and their attributes (Rangel et al, 2008). One could argue that the FT emblem leads to attribute awareness (i.e., most decision-makers take into account this attribute and assign a value to it), subsequently increased weight on this attribute, and possibly a higher valuation, e.g., higher willingness to pay It remains unclear, which brain regions are responsible for mediating the valuation bias toward FT products. One can expect that subjects will allocate more attention to more rewarding stimuli (Maunsell, 2004) As it was shown in a previous study on organic product labeling (Linder et al, 2010), we expect increased striatal activity. If the striatal activity is due to salience only, this region should not correlate with the subjective value of a product, that is, WTP, or the increment value for FT products
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