In functional magnetic resonance imaging (FMRI) research, nucleus accumbens (NAcc) activation spontaneously increases prior to financial risk taking. Since anticipation of diverse rewards can increase NAcc activation, even incidental reward cues may influence financial risk-taking. Using event-related FMRI, we predicted and found that anticipation of viewing rewarding stimuli (erotic pictures for 15 heterosexual males) increased financial risk taking, and that this effect was partially mediated by increases in NAcc activation. These results are consistent with the notion that incidental reward cues influence financial risk taking by altering anticipatory affect, and so identify a neuropsychological mechanism that may underlie effective emotional appeals in financial, marketing, and political domains.
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Publisher Info
Paper provided by University Library of Munich, Germany in its series MPRA Paper with number
8013.
Length: Date of creation: Mar 2008 Date of revision: Publication status: Published in Neuroreport 5.19(2008): pp. 509-513 Handle: RePEc:pra:mprapa:8013
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