@ Decision Neuroscience Scott Huettel, Duke University

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How should behavioral decision-making researchers
use neuroscience?

• Scott Huettel
• Psychology Neuroscience
• Duke University

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Outline of the Talk

• From Decision Neuroscience
• Model systems and decision variables
• to Neuroeconomics
• Criticism 1 Emergent Phenomenon
• Criticism 2 Behavioral Sufficiency
• New foundations for neuroeconomics?
• Mechanistic Convergence
• Biological Plausibility

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Decision Neuroscience in 3 Easy Steps

1. Abstract a real-world decision problem into a
   neuroscience-friendly format i.e., create a
   model system.
2. Measure changes in brain function while
   young-adult subjects perform the task (with real
   incentives!).
3. Identify neural correlates of a decision variable
   thought to predict choice.

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Model System Approach
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How not to convince social scientists of the
value of neuroscience
(In three even easier steps!)

1. Claim that you study similar phenomena
2. Emphasize localization of function
3. Extrapolate from a single study

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Value-Price differential in vSTR, vmPFC predicts
purchasing. (Knutson, et al., 2007)
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• Neuroeconomics goes beyond the common practice
  of economists to use psychological insights as
  inspiration for economic modeling or to take into
  account experimental evidence that challenges
  behavioral assumptions of economic models.
• Neuroscience evidence cannot refute economic
  models because the latter make no assumptions and
  draw no conclusions about the physiology of the
  brain. Conversely, brain science cannot
  revolutionize economics because the latter has no
  vehicle for addressing the concerns of economics.

Gul Pesendorfer (2008) The Case for Mindless
Economics Emphasis added
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How not to convince social scientists of the
value of neuroscience
(In three even easier steps!)

1. Claim that you study similar phenomena
2. Emphasize localization of function
3. Extrapolate from a single study

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Rational, Cognitive System
PPC
dlPFC
ACC
Dorsolateral Prefrontal Cortex (dlPFC) Posterior
Parietal Cortex (PPC) Anterior Cingulate Cortex
(ACC)
Examples from Huettel et al. (2005) J Neurosci.,
Huettel et al. (2006) CABN
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When I read Neuroeconomics papers, I dont get
the impression that those who make claims for
Neuroeconomics know how it will change Economics
(McCabe (2008) states this quite explicitly).
Part of the problem is that many brain
researchers misunderstand the meaning of
Economics. Imagine that brain studies were to
discover that there is a center of the brain that
determines whether we prefer Bach to Stravinsky
or Stravinsky to Bach and that currently 1 of
the general population prefer Stravinsky. This
would be a real momentous discovery. It would
also be a real important piece of information for
a manufacturer of Stravinsky discs, but not all
neuroeconomists understand that it would have no
significance for Economics. - Ariel
Rubenstein (Comments on Neuroeconomics,
2008) Emphasis added
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Neurorealism!
These traditional economists may be more
impressed by brain evidence than evidence from
psychology. When you talk about biology in either
an evolutionary or physical sense, you feel they
have greater comfort levels than when you start
to talk about psychology. - Daniel
Kahneman (Quoted in The Economist, 2008)
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Problems with Dual-Systems Models

• No pure emotional or cognitive regions
• Systems are neither independent nor competing
• Not computationally tractable
• Ignores variability among individuals
• Minimizes the complexity of interactions

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How not to convince social scientists of the
value of neuroscience
(In three even easier steps!)

1. Claim that you study similar phenomena
2. Emphasize localization of function
3. Extrapolate from a single study

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• Many applications of neuroeconomics follow the
  same pattern The use of neural data does not
  provide any insight in relation to the hypotheses
  being proposed, but is used to promote one
  favored explanation even if it does not provide
  evidence

Harrison (2008) Neuroeconomics A Critical
Reconsideration
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Interim Summary
Neuroeconomic research has provided important
information about brain function.
Critics charge, however, that neuroeconomic
research has few implications for economics
(or other social sciences).
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Outline of the Talk

• From Decision Neuroscience
• Neural correlates of Decision Variables
• to Neuroeconomics
• Criticism 1 Emergent Phenomenon
• Criticism 2 Behavioral Sufficiency
• New foundations for neuroeconomics?
• Mechanistic Convergence
• Biological Plausibility

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Model System Approach
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The Emergent Phenomenon Argument
The denial that an understanding of mechanism
has relevance for predicting aggregate phenomena.
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The Behavioral Sufficiency Argument
The claim that behavioral data are necessary and
sufficient to evaluate the validity of economic
(or other social science) models.
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These criticisms are real and damaging.They
constrain the applicability of neuroscience to
economics (and other
social sciences).But, they arent quite
complete
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Outline of the Talk

• From Decision Neuroscience
• Neural correlates of Decision Variables
• to Neuroeconomics
• Criticism 1 Emergent Phenomenon
• Criticism 2 Behavioral Sufficiency
• New foundations for neuroeconomics?
• Mechanistic Convergence
• Biological Plausibility

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Foundation 1 Mechanistic Convergence
Neuroscience data will not replace traditional
sources of data in the social sciences (i.e.,
Behavioral Sufficiency holds!), but it will
identify good avenues for behavioral experiments.
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Foundation 2 Biological Plausibility
Individual Differences / States (e.g., age)
? Risk Perception
? Processing Speed
? Memory for Outcomes
Yes, we need measures of choice behavior to
validate or falsify an economic model. But,
neuroscience can allow us to identify classes of
models that are likely to be robust,
parsimonious, and predictive.
Risk-Seeking Behavior
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Advice and Summary

• Use neuroscience insights to shape the course of
  decision science research.
• Not all experiments are worth doing!
• Develop models for behavior that are biologically
  plausible.
• Evaluate differences among individuals.
• Study effects of distinct states.

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Acknowledgments

• Collaborators
• John Clithero
• Dharol Tankersley
• Clithero et al. (2008, PLOS Biology)

• Laboratory Members
• McKell Carter
• Chris Coutlee
• Debra Henninger
• O. Mullette-Gillman
• Brandi Newell
• Allison Scott
• David Smith
• Adrienne Taren
• Vinod Venkatraman
• Richard Yaxley

• Support
• NIMH, NINDS, NIA
• Duke Institute for Brain Sciences