Perceptual and memory neural processes underlie short and long-term non-reinforced behavioral change
Behavioral change studies and interventions focus on self-control and external reinforcements as means to influence preferences. Cue-approach training (CAT) has been shown to induce preference changes lasting months following a mere association of items with a neutral cue and a speeded response, without external reinforcements. We utilized this paradigm to study preference representation and modification in the brain without external reinforcements. We scanned 36 participants with fMRI during a novel passive viewing task before, after and 30 days following CAT. We pre-registered the predictions that activity in regions related to memory, top-down attention and value processing underlie behavioral change. We found that bottom-up neural mechanisms, involving visual processing regions, were associated with immediate behavioral change, while reduced top-down parietal activity and enhanced hippocampal activity were related to the long-term change. Enhanced activity in value-related regions was found both immediately and in the long-term. Our findings suggest a novel neural mechanism of preference representation and modification. We suggest that non-reinforced change occurs initially in perceptual representation of items, which putatively lead to long-term changes in memory and top-down processes. These findings could lead to implementation of bottom-up instead of top-down targeted interventions to accomplish long-lasting behavioral change.