On Language Processing Shaping Decision Making

People typically exhibit greater sensitivity to losses than to equivalent gains when making decisions. We investigated neural correlates of loss aversion while individuals decided whether to accept or reject gambles that offered a 50/50 chance of gaining or losing money. A broad set of areas (including midbrain dopaminergic regions and their targets) showed increasing activity as potential gains increased. Potential losses were represented by decreasing activity in several of these same gain-sensitive areas. Finally, individual differences in behavioral loss aversion were predicted by a measure of neural loss aversion in several regions, including the ventral striatum and prefrontal cortex.

Fluency - the subjective experience of ease or difficulty associated with completing a mental task - has been shown to be an influential cue in a wide array of judgments. Recently researchers have begun to look at how fluency impacts judgment through more subtle and indirect routes. Fluency impacts whether information is represented in working memory and what aspects of that information are attended to. Additionally, fluency has an impact in strategy selection; depending on how fluent information is, people engage in qualitatively different cognitive operations. This suggests that the role of fluency is more nuanced than previously believed and that understanding fluency could be of critical importance to understanding cognition more generally.