Hippocampal blood oxygenation predicts choices about everyday consumer experiences: A deep-learning approach

Chinmai Basavaraj; Martin Reimann; Kobus Barnard; Lynn Nadel

doi:10.1073/pnas.2421905122

Hippocampal blood oxygenation predicts choices about everyday consumer experiences: A deep-learning approach

Chinmai Basavaraj, Martin Reimann, Kobus Barnard, Lynn Nadel

Research output: Contribution to journal › Article › peer-review

Abstract

This research investigates the neurophysiological mechanisms of experiential versus monetary choices under risk. While ventral striatum and insula activity are instrumental in predicting monetary choices, we find that hippocampal activity plays a key role in predicting experiential choices, which we theorize is due to its role in retrieving autobiographical memories. This neurophysiological differentiation clarifies observed variations in risk preferences between experiential and monetary prospects and highlights the importance of domain-specific neurophysiological processes in shaping human decision-making.

Original language	English (US)
Article number	e2421905122
Journal	Proceedings of the National Academy of Sciences of the United States of America
Volume	122
Issue number	28
DOIs	https://doi.org/10.1073/pnas.2421905122
State	Published - Jul 15 2025

Keywords

consumer neuroscience
decision-making under risk
experience theory
hippocampus
marketing

ASJC Scopus subject areas

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10.1073/pnas.2421905122

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abstract = "This research investigates the neurophysiological mechanisms of experiential versus monetary choices under risk. While ventral striatum and insula activity are instrumental in predicting monetary choices, we find that hippocampal activity plays a key role in predicting experiential choices, which we theorize is due to its role in retrieving autobiographical memories. This neurophysiological differentiation clarifies observed variations in risk preferences between experiential and monetary prospects and highlights the importance of domain-specific neurophysiological processes in shaping human decision-making.",

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AU - Nadel, Lynn

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N2 - This research investigates the neurophysiological mechanisms of experiential versus monetary choices under risk. While ventral striatum and insula activity are instrumental in predicting monetary choices, we find that hippocampal activity plays a key role in predicting experiential choices, which we theorize is due to its role in retrieving autobiographical memories. This neurophysiological differentiation clarifies observed variations in risk preferences between experiential and monetary prospects and highlights the importance of domain-specific neurophysiological processes in shaping human decision-making.

AB - This research investigates the neurophysiological mechanisms of experiential versus monetary choices under risk. While ventral striatum and insula activity are instrumental in predicting monetary choices, we find that hippocampal activity plays a key role in predicting experiential choices, which we theorize is due to its role in retrieving autobiographical memories. This neurophysiological differentiation clarifies observed variations in risk preferences between experiential and monetary prospects and highlights the importance of domain-specific neurophysiological processes in shaping human decision-making.

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KW - decision-making under risk

KW - experience theory

KW - hippocampus

KW - marketing

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Hippocampal blood oxygenation predicts choices about everyday consumer experiences: A deep-learning approach

Abstract

Keywords

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