Preferences, past choices predict future decisions

William Atkins
Monday, 30 March 2009 19:43

Science - Biology

The researchers stated, “Even though they'd assigned the same rating to both places in each pair, subjects consistently chose the place that elicited greater caudate activity in the initial scanning session.” [Science: “How Choosing Changes You”]

This finding suggests to the authors that “the physiological representation of a stimulus' expected hedonic value is altered by a commitment to it.” [Abstract]

Thus, people do have pre-existing preferences, as past scientific studies have shown.

However, these researchers have also found that choices can alter a person’s preferences in the future.

Thus, as the Science article says: Choosing changes you.

So, both pre-existing preferences by people and people’s choices influence future preferences.

The Science article concludes, “Sharot speculates that it may help us commit to our chosen course of action instead of wasting time dwelling on what might have been. So if you've chosen the Serengeti over the beaches of Brazil this year, it's time to study up on your megafauna and put your thong away.”