Spark Spot

The study shows that even when people rate options similarly,the choice will be one that will be decided by the brain.The choice that causes more activation in the caudate nucleus, a brain region involved in anticipating reward, will be taken.The study also shows that after a decision is made, caudate nucleus activity increases for the selected option and decreases for the rejected one. The findings help to explain a classic finding in psychology.

In 1956, psychologists showed that after choosing between two similar home appliances, women subsequently claimed that the one they picked was better and the one they rejected was worse than they originally thought. The larger part of the brain are involved while people evaluate thoughts and come up with a conclusive decision.

Consistent with the original psychology study, people tend to change their evaluation of choices within minutes of making their decisions.The researchers found that activation in the caudate nucleus changed in parallel with this reevaluation. Compared with the initial brain scans, caudate nucleus activation increased for the selected  and decreased for the rejected option in the second brain scan.

The findings and facts reveals the biological basis for post-choice reevaluation.Re-evaluating our options post-choice may serve an adaptive purpose by increasing an individual’s commitment to the action taken. In the absence of a rapid update of value that concurs with choice, we are likely to think again and decide the actions.