Imaging Emotion and Cognitive Control in the Ultimatum Game
In their recent paper in Nature,
Sanfey AG, Rilling JK, Aronson JA, Nystrom LE & Cohen JD (2003). The neural basis of economic decision making in the ultimatum game. Science, 300, 1755-1757,
find that the anterior insula of second movers shows a greater bold response (or more activity) as offers (from first movers) become more unequal. Since the anterior insula is active for some emotions such as disgust this result helps explain why second movers reject unequal offers. The authors go on to show that the decision to accept an unequal offer requires greater relative activation in dorsolateral prefrontal cortex (DLPC). Since DLPC is thought to play a role in maintaining cognitive control, for example, between acting on one’s disgust, and getting more money, this result help explains the cognitive conflict created in the ultimatum game.
One question that remains open is whether or not this cognitive conflict is moderated by social context. In a series of economic experiments,
Elizabeth Hoffman, Kevin McCabe, Keith Shachat, and Vernon Smith, "Preferences, Property Rights, and Anonymity in Bargaining Games," with Games and Economic Behavior, (7)1994, pp. 346-380,
We found that as you changed the exchange context between first and second movers that first movers would ask for increasingly unequal offers and that the second movers would continue to accept at the same rate. Does this mean that changing the context makes an unequal offer less disgusting, or that it is easier for subject to resolve the cognitive conflict in favor of keeping the money?
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