Default Mode Network

Default Mode Network

Spreng and Grady (2009), in a study published in the Journal of Cognitive Neuroscience, investigated the neuronal substrates of autobiographical memory, prospection and theory of mind. The scientists found that concepts rely on the DMN (default mode network). In order to achieve this they used neuroimaging techniques (fMRI or functional Magnetic Resonance Imaging) and PLS (partial least squares) analysis.

Autobiographical memory, prospection and theory of mind share common brain activity, including the frontal and parietal lobes (the brain is divided into four lobes the frontal, temporal, parietal and occipital). Activation of the DMN in the experimental as opposed to the control condition was evident and consistent. Researchers often rely on a control group to test the results and verify the measurements of the dependent variable.

Flashing lights. Image: Elena

Random Regret Minimisation

Chorus (2010) propose a model in which they postulate that when choosing, people aim to minimize regret. The model is compared and contrasted with the Random Utility Maximization’s linear-additive MNL model. Anticipated regret is important in several disciplines, including psychology, microeconomics and marketing. Current theories state that individuals tend to minimize regret when choosing. Further, regret is defined as when a foregone alternative performs better than the chosen one.

Individuals experience regret on almost a daily basis. If not regret, then at least choice. Everyday we are faced with making choices, and oftentimes we do not necessarily know whether the choice we made was the better one. The article described attempts to scientifically measure, or operationalize, the experience of regret in choice making situations, such as when making travel plans. For example, a person may experience regret when choosing the English Riviera over the French Riviera, and vice versa.