Value computation and modulation: A neuroeconomic theory of self-control as constrained optimization

We develop a theory based on the evidence reported in Hare et al. (2009) to explain consumption of goods that feature a low-order attribute (e.g., taste) and a high-order attribute (e.g., health). One brain system with access to the low-order attribute computes the goal value of consumption while another brain system can modulate this value, at a cost, by transmitting information regarding the high-order attribute. We determine the optimal...