Self-Control in Decision-Making Involves Modulation of the vmPFC Valuation System

Dieter's Dilemma The ability to exercise self-control is central to human success and well-being. However, little is known about the neurobiological underpinnings of self-control and how or why these neural mechanisms might differ between successful and unsuccessful decision-makers. Hare et al. (p. 646 ) used brain imaging in a dieting population undergoing real-life decisions between a healthy or a tempting, yet nutritionally inferior, choice of food. Activity in the ventromedial prefrontal cortex correlated with the value of the stimulus, termed goal value. Importantly, this activity integrated both health and taste values in individuals who were able to exert self-control in their choices, while reflecting only taste in those unable to exert self-control.