how we choose one over another predicting trial-by-trial preference decision如何选择一个在另一个预测trial-by-trial偏好的决定.pdfVIP

How We Choose One over Another: Predicting Trial-by- Trial Preference Decision 1 1 2 3 2 Vidya Bhushan , Goutam Saha , Job Lindsen , Shinsuke Shimojo , Joydeep Bhattacharya * 1 Department of Electronics Electrical Communication Engineering, Indian Institute of Technology, Kharagpur, India, 2 Department of Psychology, Goldsmiths, University of London, London, United Kingdom, 3 Division of Biology, California Institute of Technology, Pasadena, California, United States of America Abstract Preference formation is a complex problem as it is subjective, involves emotion, is led by implicit processes, and changes depending on the context even within the same individual. Thus, scientific attempts to predict preference are challenging, yet quite important for basic understanding of human decision making mechanisms, but prediction in a group-average sense has only a limited significance. In this study, we predicted preferential decisions on a trial by trial basis based on brain responses occurring before the individuals made their decisions explicit. Participants made a binary preference decision of approachability based on faces while their electrophysiological responses were recorded. An artificial neural network based pattern-classifier was used with time-frequency resolved patterns of a functional connectivity measure as features for the classifier. We were able to predict preference decisions with a mean accuracy of 74.3 62.79% at participant-independent level and of 91.463.8% at participant-dependent level. Further, we revealed a causal role of the first impression on final decision and demonstrated the temporal trajectory of preference decision formation. Citation: Bhushan V, Saha G, Lindsen J, Shimojo S, Bhattacharya J (2012) How We