Home » News » Win-Win Choices Lead to Dueling Brain Regions
Win-Win Choices Lead to Dueling Brain Regions

Win-Win Choices Lead to Dueling Brain Regions

New research has found that when people have to choose between two or more equally positive outcomes, they often experience paradoxical feelings of pleasure and anxiety — feelings associated with activity in different regions of the brain.

A series of experiments led by Amitai Shenhav, an associate research scholar at the Princeton Neuroscience Institute at Princeton University, found evidence of parallel brain activity in people asked to make decisions on a variety of products.

In one experiment, for example, 42 people were asked to rate the desirability of more than 300 products using an auction-like procedure. They then looked at images of paired products with different or similar values and were asked to choose between them.

Their brain activity was scanned using functional magnetic resonance imaging (fMRI). After the scan, they were asked to report their feelings before and during each choice. They then received one of their choices at the end of the study.

The study found that choices between two highly valued items, such as a digital camera and a camcorder, were associated with the most positive feelings and the greatest anxiety, compared with choices between items of low value, like a desk lamp and a water bottle, or between items of different values.

Functional MRI scans showed activity in two regions of the brain, the striatum and the prefrontal cortex, both known to be involved in decision-making.

According to the findings, lower parts of both regions were more active when subjects felt excited about being offered the choice, while activity in upper parts was strongly tied to feelings of anxiety.

This evidence that parallel brain circuits are associated with opposing emotional reactions helps to answer a puzzling question, according to Shenhav. “Why isn’t our positivity quelled by our anxiety, or our anxiety quelled by the fact that we’re getting this really good thing at the end?

“This suggests that it’s because these circuits evolved for two different reasons. One of them is about evaluating the thing we’re going to get, and the other is about guiding our actions and working out how difficult the choice will be.”

A second fMRI experiment showed that the same patterns of emotional reactions and brain activity persisted even when the participants were told before each choice how similarly they had valued the items. Their anxiety didn’t abate, despite knowing how little they stood to lose by making a “wrong” choice, he noted.

In a third experiment, Shenhav and Randy Buckner, a professor of psychology and neuroscience at Harvard University and the study’s senior author, tested whether giving people more than two choices increased their levels of anxiety.

It did — the researchers found that providing six options led to higher levels of anxiety than two options, particularly when all six of the options were highly valued items. But positive feelings about being presented with the choice were similar for two or six options, they noted.

This suggests that the anxiety stems from the conflict of making the decision, rather than the opportunity cost of the choice — an economic concept that refers to the lost value of the second-best option. The opportunity cost should be the same, regardless of the number of choices, the researchers noted.

In addition, subjects in this final study were given an unlimited amount of time to make a decision, compared with 1.5 seconds in the first two studies. The results showed that time pressure was not the main source of anxiety during the choices, according to the researchers.

At the end of each study, participants had a surprise opportunity to reverse their earlier choices. Higher activity in a part of the brain called the anterior cingulate cortex around the time of an initial choice predicted whether that decision would later be reversed, according to the study’s findings.

Previous work has shown that this brain region is involved in assessing how conflicted an individual feels over a particular choice. This suggests that some choices may continue to elicit conflict after the participant made a decision, Shenhav said.

The researchers also found that people who reported more anxiety in their daily lives were more likely to change their minds.

According to Shenhav, this research could shed light on the neural processes that can make momentous choices so paralyzing for some people — for instance, deciding where to go to college or which job offer to take.

But he admits that even more trivial decisions can be tough for him.

“I probably experience more win-win choice anxiety than the average person,” he said. “I’m even terrible at choosing where to eat dinner.”

The study was published in the Proceedings of the National Academy of Sciences.

Source: Princeton University

Abstract of brain photo by shutterstock.

Win-Win Choices Lead to Dueling Brain Regions

Janice Wood

Janice Wood is a long-time writer and editor who began working at a daily newspaper before graduating from college. She has worked at a variety of newspapers, magazines and websites, covering everything from aviation to finance to healthcare.

APA Reference
Wood, J. (2018). Win-Win Choices Lead to Dueling Brain Regions. Psych Central. Retrieved on December 5, 2020, from
Scientifically Reviewed
Last updated: 8 Aug 2018 (Originally: 27 Jul 2014)
Last reviewed: By a member of our scientific advisory board on 8 Aug 2018
Published on Psych All rights reserved.