Neurocognitive underpinnings of cross-cultural differences in risky decision making.

Abstract

Culture permeates across human mind and behavior. Cultural influence is reported even in economic decision making, which involves basic cognitive process, once believed to be invariant across all humans. The current study investigated the neurocognitive processes underlying economic decision making in East Asians and European Americans, with an aim to understand the cross-cultural differences in the discrete mental processes of decision making. Participants performed a risky gambling task that captures the gain maximizing and loss minimizing strategies, while electroencephalography was simultaneously collected. Event-related potentials (ERPs) associated with spontaneous emotional arousal (P2) and effortful attentional allocation (P3) were examined to determine the cultural effects on mental processes during pre-decisional and post-decisional stages. Behaviorally, Americans showed greater loss minimization than Asians. ERPs demonstrated significant cultural differences during post-decisional evaluation of outcomes, but not during pre-decisional processes. In Asians’, ERP associated with emotional arousal (P2) was strongly modulated by gains, while in Americans’, ERP associated with attentional allocation (P3) was strongly modulated by losses. These results suggest that Americans make conscious efforts to be self-reliant when facing financial losses, whereas Asians are more emotionally aroused by financial gains, which invites a refinement to the current theoretical propositions about cultural influence on decision making.