Changing value through cued approach: an automatic mechanism of behavior change

The subjective values of stimuli can be changed through reward-based learning, but here the authors show that the value of food items can be modulated by the concurrent presentation of an irrelevant auditory cue to which subjects must make a motor response. The effects of this pairing lasted at least 2 months, and neuroimaging revealed increased preference-related activity in ventromedial prefrontal cortex. It is believed that choice behavior...