Visual Saliency and Reward Saliency Guide Decision Making
Project Name: Visual Saliency and Reward Saliency Guide Decision Making
Project Sponsor: Ministry of Education
Grant Amount: S$516,000
Duration: 3 Years
Description: Many social and economic decisions we make in real-life require the need to identify numerous alternatives quickly and then evaluate these options visually. Traditional rational choice theories argue that people make decisions based on their mental representations of options; thus, the same option will be evaluated in the same way and lead to identical decisions, regardless of how the stimulus is visually presented. However, recent behavioral economics studies show that the same option is perceived in different ways, depending on how it is framed. Hence, there is accumulating evidence supports the notion that high-level goals influence decision making via top-down mechanisms. What remains largely unexplored is how even low-level visual saliency biases our value-based decision making via bottom-up mechanisms. This project proposes that visual saliency, including low-level, object-level, and semantic-level saliency, drives what individuals pay attention to. In turn, what individuals pay attention to drives their decisions, and their decisions drive their actions. It is plausible that visual saliency guides attention and influences high-level decision making by changing the weights put onto decision dimensions.
Overall, our research aims to delineate neural mechanisms of how visual saliency propagates to the final decision and raise the possibility of a single framework unifying sensible and economical choice. In the end, this project provides an integrated neurobiological account for saliency-based decision making and further leads to more effective commercial and public interest advertisements that optimizing decision-making.