Neurofunctional Correlates of Ethical, Food-Related Decision-Making

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dc.contributor.author Cherry, J. B. C.
dc.contributor.author Bruce, J. M.
dc.contributor.author Lusk, J. L.
dc.contributor.author Crespi, John M.
dc.contributor.author Lim, S. L.
dc.contributor.author Bruce, A. S.
dc.date.accessioned 2016-03-30T01:44:59Z
dc.date.available 2016-03-30T01:44:59Z
dc.identifier.uri http://hdl.handle.net/2097/32213
dc.description Citation: Cherry, J. B. C., Bruce, J. M., Lusk, J. L., Crespi, J. M., Lim, S. L., & Bruce, A. S. (2015). Neurofunctional Correlates of Ethical, Food-Related Decision-Making. Plos One, 10(4), 16. doi:10.1371/journal.pone.0120541
dc.description For consumers today, the perceived ethicality of a food's production method can be as important a purchasing consideration as its price. Still, few studies have examined how, neurofunctionally, consumers are making ethical, food-related decisions. We examined how consumers' ethical concern about a food's production method may relate to how, neurofunctionally, they make decisions whether to purchase that food. Forty-six participants completed a measure of the extent to which they took ethical concern into consideration when making food-related decisions. They then underwent a series of functional magnetic resonance imaging (fMRI) scans while performing a food-related decision-making (FRDM) task. During this task, they made 56 decisions whether to purchase a food based on either its price (i.e., high or low, the "price condition") or production method (i.e., with or without the use of cages, the "production method condition"), but not both. For 23 randomly selected participants, we performed an exploratory, whole-brain correlation between ethical concern and differential neurofunctional activity in the price and production method conditions. Ethical concern correlated negatively and significantly with differential neurofunctional activity in the left dorsolateral prefrontal cortex (dlPFC). For the remaining 23 participants, we performed a confirmatory, region-of-interest (ROI) correlation between the same variables, using an 8-mm3 volume situated in the left dlPFC. Again, the variables correlated negatively and significantly. This suggests, when making ethical, food-related decisions, the more consumers take ethical concern into consideration, the less they may rely on neurofunctional activity in the left dlPFC, possibly because making these decisions is more routine for them, and therefore a more perfunctory process requiring fewer cognitive resources.
dc.relation.uri https://doi.org/10.1371/journal.pone.0120541
dc.rights Attribution 4.0 International (CC BY 4.0)
dc.rights.uri http://creativecommons.org/licenses/by/4.0/
dc.subject Animal Feeding Operations
dc.subject Moral Judgments
dc.subject Meat Production
dc.subject Greenhouse-Gas
dc.subject Water-Quality
dc.subject Neural Basis
dc.title Neurofunctional Correlates of Ethical, Food-Related Decision-Making
dc.type Article
dc.date.published 2015
dc.citation.doi 10.1371/journal.pone.0120541
dc.citation.issn 1932-6203
dc.citation.issue 4
dc.citation.jtitle PLoS One
dc.citation.spage 16
dc.citation.volume 10
dc.contributor.authoreid jcrespi


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Attribution 4.0 International (CC BY 4.0) Except where otherwise noted, the use of this item is bound by the following: Attribution 4.0 International (CC BY 4.0)

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