Sociality is a core aspect of human life. As most of complex human behaviors and decisions are fundamentally rooted in the process of valuation, elucidating the neural mechanism of social valuation would be essential to understand the complex nature o...
Sociality is a core aspect of human life. As most of complex human behaviors and decisions are fundamentally rooted in the process of valuation, elucidating the neural mechanism of social valuation would be essential to understand the complex nature of human social behaviors. The present thesis aimed to examine how our brain, more specifically, the ventral anterior cingulate cortex (vACC), computes social valuation and how this process affects our decisions under social contexts by utilizing functional magnetic imaging techniques.
In Experiment 1, I investigated how social valuation is encoded in the brain in a situation where the impression of strangers are formed and updated based on interpersonal similarity, a phenomenon known as a similarity-liking effect. Through fMRI scanning while watching updating similarity information of others, I found that the activity of vACC increased when the symbols of similar compared to the dissimilar partners was presented. Also, the greater vACC activation was associated with the behavioral bias in trust game toward the similar compared to dissimilar others. In addition, a PPI analysis using the vACC as a seed region revealed greater functional connectivity with the right TPJ for the events of same compared to different choices by similar partners.
In Experiment 2, I examined how social valuation influences on economic decision-making in a context that elicits social comparison and whether and how cultural membership, particularly independent versus interdependent cultures, may differentially shape the neural processes underlying social comparison. I examined the behaviors and neural response patterns of Korean (i.e., interdependent culture) and American (i.e., independent culture) participants while performing a financial gambling task simultaneously and independently with a partner. Upon seeing the partner’s income, greater modulation of the activity in the ventral striatum (VS) and the ventromedial prefrontal cortex (vmPFC/vACC) by relative gain was observed in Korean than American participants, suggesting greater sensitivity of Koreans toward social comparison. The strength of functional connectivity between the VS and the vmPFC/vACC predicted individual variability in the degree to which participants’ decisions were affected by relative incomes. Additional model-based fMRI analysis further confirmed the primary role of the vmPFC/vACC in biasing decisions based on relative incomes.
Both studies reported in this thesis, when combined together, emphasizes the key role of vACC in computing social valuation and affecting decision-making, serving as a hub in the essential neurocircuitry engaged in a wide spectrum of social decision-making.