Abstract

Both neuroscientific and psychology methods are used to study and explain the active neurons of the individuals' brain response when exposed to external stimuli. This study analyses the relevance literature and investigates the neural correlates of emotion, rewards, and motivation in the decision-making process, the emotional interactions between children, adolescents, and ageing. It was reviewed the literature to explore if neuroscientific methods provide accurate information about the role of emotion, reward, and motivation in decision-making mechanisms. The findings showed that the amygdala, medial prefrontal cortex, and ventromedial prefrontal cortex play a central role in processing of emotion which in turn influence decision-making process. While individuals with lesion in the ventromedial prefrontal cortex which is responsible for emotional responses toward risk, reward, and decision-making are not good decision-makers. In addition, the prefrontal cortex plays central role in approach and withdrawal motivational, whereby the right prefrontal cortex associated with withdrawal behavior and the left prefrontal cortex associated with approach behavior.

Highlights

  • Over the years, researchers and scientists were sought to explore what is inside individuals' brains and what they are thinking of (Alsharif, Salleh, Baharun, & Safaei, 2020), to determine the subtle centers in the brain, which in turn lead them to make decisions

  • The literature findings showed that the frontal cortex (FC) and prefrontal cortex (PFC) regions play a central role in emotional processing activity in the individual brain (Amthor, 2016; Davidson & Irwin, 1999)

  • The findings showed that the anterior cerebral hemispheres play a central role in approach and withdrawal motivational and emotions, wherein the right PFC connected with withdrawal behavior (Davidson, 2004),while the left PFC is linked with approach behavior (Cherubino et al, 2015; Davidson, 2004)

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Summary

Introduction

Researchers and scientists were sought to explore what is inside individuals' brains and what they are thinking of (Alsharif, Salleh, Baharun, & Safaei, 2020), to determine the subtle centers in the brain, which in turn lead them to make decisions. With advent and advances of neuroscience tools, the study of individuals' brains has become increasingly significant (Alsharif et al, 2021), neuroscientific studies have shown that emotional processes such as emotions and feelings have highly impact on consumer behaviour (i.e., decision-making) not as was believed before.

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