Subjective valuation and asymmetrical motivational systems: implications of scope insensitivity for decision making

Abstract

AbstractStudies using the Iowa Gambling Task have revealed individual differences in performance on the task. In this study, we tested the hypothesis that approach and avoidance motivations influence decision making through the process of subjective valuation. We examined the implications of a high sensitivity to gains or losses from two perspectives which we labeled scalar multiplication and valuation by feeling. Using two versions of the Iowa Gambling Task, we find evidence supporting the view that asymmetry in the systems regulating approach and avoidance leads to systematic biases that translate to differences in performance. Specifically, we find that high sensitivity in the Behavioral Activation System (BAS) translates to valuation by feeling and insensitivity to scope in the domain of gains, while high sensitivity in the Behavioral Inhibition System (BIS) translates to valuation by feeling and insensitivity to scope in the domain of losses. The basis for these findings is discussed. Copyright © 2007 John Wiley & Sons, Ltd.