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A quantitative interaction between signal detection in attention and reward/aversion behavior

V Viswanathan, BW Kim, JP Sheppard, H Ying, K Raman, MJ Lee, S Lee, F Mulhern, M Block, B Calder, D Mortensen, AJ Blood, HC Breiter, Phenotype Genotype Project in Addiction and Mood Disorders
doi: https://doi.org/10.1101/032912
V Viswanathan
1Medill Integrated Marketing Communications, Northwestern University, Evanston, IL, USA
2Applied Neuromarketing Consortium, Medill, Kellogg, and Feinberg Schools, Northwestern University
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BW Kim
2Applied Neuromarketing Consortium, Medill, Kellogg, and Feinberg Schools, Northwestern University
3Laboratory of Neuroimaging and Genetics (LNG) and Mood and Motor Control Laboratory (MAML), Department of Psychiatry, Massachusetts General Hospital and Harvard Medical School, Boston, MA, USA
4MGH Center for Translational Research in Prescription Drug Abuse, Department of Anesthesia, Massachusetts General Hospital and Harvard Medical School, Boston, MA, USA
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JP Sheppard
2Applied Neuromarketing Consortium, Medill, Kellogg, and Feinberg Schools, Northwestern University
7Warren Wright Adolescent Center, Department of Psychiatry and Behavioral Sciences, Northwestern University Feinberg School of Medicine, Chicago, IL, USA
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H Ying
2Applied Neuromarketing Consortium, Medill, Kellogg, and Feinberg Schools, Northwestern University
5Department of Electrical Engineering, Wayne State University, OH
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K Raman
1Medill Integrated Marketing Communications, Northwestern University, Evanston, IL, USA
2Applied Neuromarketing Consortium, Medill, Kellogg, and Feinberg Schools, Northwestern University
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MJ Lee
2Applied Neuromarketing Consortium, Medill, Kellogg, and Feinberg Schools, Northwestern University
3Laboratory of Neuroimaging and Genetics (LNG) and Mood and Motor Control Laboratory (MAML), Department of Psychiatry, Massachusetts General Hospital and Harvard Medical School, Boston, MA, USA
4MGH Center for Translational Research in Prescription Drug Abuse, Department of Anesthesia, Massachusetts General Hospital and Harvard Medical School, Boston, MA, USA
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S Lee
2Applied Neuromarketing Consortium, Medill, Kellogg, and Feinberg Schools, Northwestern University
3Laboratory of Neuroimaging and Genetics (LNG) and Mood and Motor Control Laboratory (MAML), Department of Psychiatry, Massachusetts General Hospital and Harvard Medical School, Boston, MA, USA
4MGH Center for Translational Research in Prescription Drug Abuse, Department of Anesthesia, Massachusetts General Hospital and Harvard Medical School, Boston, MA, USA
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F Mulhern
1Medill Integrated Marketing Communications, Northwestern University, Evanston, IL, USA
2Applied Neuromarketing Consortium, Medill, Kellogg, and Feinberg Schools, Northwestern University
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M Block
1Medill Integrated Marketing Communications, Northwestern University, Evanston, IL, USA
2Applied Neuromarketing Consortium, Medill, Kellogg, and Feinberg Schools, Northwestern University
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B Calder
2Applied Neuromarketing Consortium, Medill, Kellogg, and Feinberg Schools, Northwestern University
6Department of Marketing or Department of Finance, Kellogg School of Management, Northwestern University, Evanston, IL
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D Mortensen
6Department of Marketing or Department of Finance, Kellogg School of Management, Northwestern University, Evanston, IL
12Deceased
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AJ Blood
2Applied Neuromarketing Consortium, Medill, Kellogg, and Feinberg Schools, Northwestern University
3Laboratory of Neuroimaging and Genetics (LNG) and Mood and Motor Control Laboratory (MAML), Department of Psychiatry, Massachusetts General Hospital and Harvard Medical School, Boston, MA, USA
4MGH Center for Translational Research in Prescription Drug Abuse, Department of Anesthesia, Massachusetts General Hospital and Harvard Medical School, Boston, MA, USA
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HC Breiter
2Applied Neuromarketing Consortium, Medill, Kellogg, and Feinberg Schools, Northwestern University
3Laboratory of Neuroimaging and Genetics (LNG) and Mood and Motor Control Laboratory (MAML), Department of Psychiatry, Massachusetts General Hospital and Harvard Medical School, Boston, MA, USA
4MGH Center for Translational Research in Prescription Drug Abuse, Department of Anesthesia, Massachusetts General Hospital and Harvard Medical School, Boston, MA, USA
7Warren Wright Adolescent Center, Department of Psychiatry and Behavioral Sciences, Northwestern University Feinberg School of Medicine, Chicago, IL, USA
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  • For correspondence: h-breiter@northwestern.edu
11Northwestern University and Massachusetts General Hospital Phenotype Genotype Project in Addiction and Mood Disorders
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Abstract

This study examines how processes such as reward/aversion and attention, which are often studied as independent processes, in fact interact at a systems level. We operationalize attention with a continuous performance task and variables from signal detection theory, and reward/aversion with a keypress task using variables from relative preference theory. We find that while the relationship between reward/aversion and attention is functionally invariant, a power law formulation akin to the Cobb-Douglas production function in economics provides the best model fit and theoretical explanation for the interaction. These results indicate that a decreasing signal-to-noise with signal detection results in higher loss aversion. Furthermore, the estimated exponents for the multiplicative power law suggest capacity constraints to processing for attention and reward/aversion. These results demonstrate a systemic interaction of attention and reward/aversion across subjects, with a quantitative schema raising the hypothesis that mechanistic inference may be possible at the level of behavior alone.

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Posted November 26, 2015.
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A quantitative interaction between signal detection in attention and reward/aversion behavior
V Viswanathan, BW Kim, JP Sheppard, H Ying, K Raman, MJ Lee, S Lee, F Mulhern, M Block, B Calder, D Mortensen, AJ Blood, HC Breiter, Phenotype Genotype Project in Addiction and Mood Disorders
bioRxiv 032912; doi: https://doi.org/10.1101/032912
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A quantitative interaction between signal detection in attention and reward/aversion behavior
V Viswanathan, BW Kim, JP Sheppard, H Ying, K Raman, MJ Lee, S Lee, F Mulhern, M Block, B Calder, D Mortensen, AJ Blood, HC Breiter, Phenotype Genotype Project in Addiction and Mood Disorders
bioRxiv 032912; doi: https://doi.org/10.1101/032912

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