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ISSN : 1229-8778
Choice can be made in two different modes. One is choosing what one likes (a positive choice) and the other is choosing what one doesn’t like and has what is left (a negative choice). The present study investigated process differences in the positive and negative choice by analyzing fMRI and behavioral data. In study 1 with fMRI data, the results showed that the positive choice made people expect an unrealized pleasant outcome and thus respond more emotionally. Cognitively, both of the choices exhibited memory based processing, but more areas were activated in the positive choice, indicating that more cognitive efforts were involved in the positive choice. In study 2, we presented the stimuli in the same way with in the study 1 and obtained several behavioral measures. In the positive choice, participants reported more positive affective responses and their preferences were more accentuated. However, there was no significant difference in commitment and it seemed due to that the compatibility between choice set composition and choice mode was similar in the two choice modes. We presented visual stimuli unlike previous studies and contributed to the literature by showing different affective responses in the two choice modes, which was overlooked, and by examining the role of compatibility in more detail.
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