You know you want me.
Image: iStock/Debbi Smirnoff
Happy New Year! It’s 2013 and you’ve vowed to cut sweets out of your
diet. Despite your desire for a trimmer body, the sight of cupcakes in a
café window overpowers your good intentions. You cannot resist the
small, sweet reward even though the larger, delayed reward of a
healthier body is ultimately more desirable.
What leads some of us to give in to our immediate urges, while others
are able to endure the wait for bigger and better outcomes?
Neuroeconomists
are investigating the brain to answer this question. They are
interested in comparing the brain activity of individuals who act
impulsively—those who choose rewards now over later—to that of patient
folks.
Traditionally, the assumption of researchers in this field, and the related field of
behavioral economics,
has been that impulsive people choose immediate rewards simply because
they dislike waiting. In these prior studies, when presented with a
hypothetical choice between, say, $50 now or $100 in a year, impulsive
individuals went for the $50. Additionally, they showed a greater brain
response to the immediate $50 reward—in the part of the brain that
represents how much you are enjoying a reward (the
ventral striatum)—than
did patient people. Researchers interpreted this brain response as the
impulsive individuals’ preference for immediacy. So while impulsive
individuals would claim “carpe diem” and “strike while the iron is hot”
as their life mantras, the less quoted “
carpent tua poma nepotes” and “good things come to those who wait” are patient individuals’ words to live by.
However, impulsivity may not simply be due to how long people are willing to wait for gratification. A recent
study by a team of researchers at Washington
University in
St. Louis found that when people waited for a reward, patient people
were seen—through the lens of a functional magnetic resonance imaging
(fMRI) machine—imagining the future. In more patient people, the
researchers observed increased activity in the region of the brain that
helps you think about the future (the
anterior prefrontal cortex). The patient individuals, it seems, devoted more energy to imagining receiving their reward later.
What sets this Washington University study apart from
previous studies
is that researchers have never before focused on the brain responses of
individuals after they make a decision and are waiting for their
reward. Instead, researchers have typically measured brain activity
while people are making their choices. Prior researchers likely
disregarded the waiting period because their studies used hypothetical
rewards over long delays. Because people weren’t actually waiting in
real time to receive a real reward, the researchers could not monitor
the brain during this waiting period. This new study presented people
with real rewards in the form of squirts of juice either immediately or
at a delay of up to a minute. In fact, the researchers squirted the
juice straight into the mouths of study subjects, in much the same way
that
animals have been rewarded in
similar studies.
This future thinking, which is associated with the anterior prefrontal
cortex (aPFC), has also been found in neuropsychological studies that
focus on two different, but related phenomena:
prospective memory—remembering to do something in the future, like fill up your gas tank on the way home from work—and
episodic future thought—thinking
about the future, such as imagining what you’ll cook for dinner later
tonight.
Now, one more phenomenon can be added to the list of contexts
in which people imagine a future outcome and activate their aPFC:
imagining future rewards.