Journal article

Publication year: 2017

Pages: 57-69

Journal: Cortex: A Journal devoted to the Study of the Nervous System and Behavior

Volume number: 92

DOI Link: https://doi.org/10.1016/j.cortex.2017.03.008

Publisher: Elsevier

Abstract: 

People show a strong tendency to avoid boring situations, but the neural systems mediating this behavioural bias are yet unknown. We used functional magnetic resonance imaging (fMRI) to investigate how the anticipation of a boring task influences decisions to purchase entertainment. Participants accepted higher prices to avoid boredom compared to control tasks, and individual differences in boredom experience predicted the increase in price. This behavioural bias was associated with higher activity in the caudate nucleus during music purchases driven by boredom avoidance. Insula activation was increased during performance of the boring task and subsequently associated with individual differences in boredom-related decision making. These results identify a mechanism that drives decisions to avoid boring situations and potentially underlies consumer decisions.

Harvard Citation style: Mas, D. and Wittmann, B. (2017) Avoiding boredom: Caudate and insula activity reflects boredom-elicited purchase bias, Cortex: A Journal devoted to the Study of the Nervous System and Behavior, 92, pp. 57-69. https://doi.org/10.1016/j.cortex.2017.03.008

APA Citation style: Mas, D., & Wittmann, B. (2017). Avoiding boredom: Caudate and insula activity reflects boredom-elicited purchase bias. Cortex: A Journal devoted to the Study of the Nervous System and Behavior. 92, 57-69. https://doi.org/10.1016/j.cortex.2017.03.008