Skip to main content

Thank you for visiting nature.com. You are using a browser version with limited support for CSS. To obtain the best experience, we recommend you use a more up to date browser (or turn off compatibility mode in Internet Explorer). In the meantime, to ensure continued support, we are displaying the site without styles and JavaScript.

Divisive normalization does influence decisions with multiple alternatives

Matters Arising to this article was published on 14 September 2020

The Original Article was published on 03 February 2020

This is a preview of subscription content, access via your institution

Relevant articles

Open Access articles citing this article.

Access options

Buy article

Get time limited or full article access on ReadCube.

$32.00

All prices are NET prices.

Fig. 1: Best-performing model fits of the P1/P2 ratio as V3 is varied.

Data availability

The data that support the findings of this study are available from the corresponding author upon reasonable request.

References

  1. Carandini, M. & Heeger, D. J. Normalization as a canonical neural computation. Nat. Rev. Neurosci. 13, 51–62 (2012).

    Article  CAS  Google Scholar 

  2. Chang, L. W., Gershman, S. J. & Cikara, M. Comparing value coding models of context-dependence in social choice. J. Exp. Soc. Psychol. 85, 103847 (2019).

    Article  Google Scholar 

  3. Chau, B. K., Kolling, N., Hunt, L. T., Walton, M. E. & Rushworth, M. F. A neural mechanism underlying failure of optimal choice with multiple alternatives. Nat. Neurosci. 17, 463–470 (2014).

    Article  CAS  PubMed  PubMed Central  Google Scholar 

  4. Cohen, D. et al. Bounded rationality in C. elegans is explained by circuit-specific normalization in chemosensory pathways. Nat. Commun. 10, 3692 (2019).

    Article  PubMed  PubMed Central  Google Scholar 

  5. Furl, N. Facial-attractiveness choices are predicted by divisive normalization. Psychol. Sci. 27, 1379–1387 (2016).

    Article  PubMed  Google Scholar 

  6. Hunt, L. T., Dolan, R. J. & Behrens, T. E. Hierarchical competitions subserving multi-attribute choice. Nat. Neurosci. 17, 1613–1622 (2014).

    Article  CAS  PubMed  PubMed Central  Google Scholar 

  7. Khaw, M. W., Glimcher, P. W. & Louie, K. Normalized value coding explains dynamic adaptation in the human valuation process. Proc. Natl Acad. Sci. USA 114, 12696–12701 (2017).

    Article  CAS  PubMed  PubMed Central  Google Scholar 

  8. Louie, K., Grattan, L. E. & Glimcher, P. W. Reward value-based gain control: divisive normalization in parietal cortex. J. Neurosci. 31, 10627–10639 (2011).

    Article  CAS  PubMed  PubMed Central  Google Scholar 

  9. Louie, K., LoFaro, T., Webb, R. & Glimcher, P. W. Dynamic divisive normalization predicts time-varying value coding in decision-related circuits. J. Neurosci. 34, 16046–16057 (2014).

    Article  CAS  PubMed  PubMed Central  Google Scholar 

  10. Steverson, K., Brandenburger, A. & Glimcher, P. Choice-theoretic foundations of the divisive normalization model. J. Econ. Behav. Organ. 164, 148–165 (2019).

    Article  PubMed  PubMed Central  Google Scholar 

  11. Webb, R., Glimcher, P. W. & Louie, K. The normalization of consumer valuations: context-dependent preferences from neurobiological constraints. Manage. Sci. https://doi.org/10.1287/mnsc.2019.3536 (2020).

  12. Yamada, H., Louie, K., Tymula, A. & Glimcher, P. W. Free choice shapes normalized value signals in medial orbitofrontal cortex. Nat. Commun. 9, 162 (2018).

    Article  PubMed  PubMed Central  Google Scholar 

  13. Zimmermann, J., Glimcher, P. W. & Louie, K. Multiple timescales of normalized value coding underlie adaptive choice behaviour. Nat. Commun. 9, 3206 (2018).

    Article  PubMed  PubMed Central  Google Scholar 

  14. Louie, K., Khaw, M. W. & Glimcher, P. W. Normalization is a general neural mechanism for context-dependent decision making. Proc. Natl Acad. Sci. USA 110, 6139–6144 (2013).

    Article  CAS  PubMed  PubMed Central  Google Scholar 

  15. Gluth, S., Kern, N., Kortmann, M. & Vitali, C. L. Value-based attention but not divisive normalization influences decisions with multiple alternatives. Nat. Hum. Behav. 4, 634–645 (2020).

    Article  PubMed  PubMed Central  Google Scholar 

Download references

Author information

Authors and Affiliations

Authors

Contributions

R.W. and K.L. analysed the data. R.W., P.W.G. and K.L. wrote the paper.

Corresponding author

Correspondence to Kenway Louie.

Ethics declarations

Competing interests

The authors declare no competing interests.

Additional information

Publisher’s note Springer Nature remains neutral with regard to jurisdictional claims in published maps and institutional affiliations.

Rights and permissions

Reprints and Permissions

About this article

Verify currency and authenticity via CrossMark

Cite this article

Webb, R., Glimcher, P.W. & Louie, K. Divisive normalization does influence decisions with multiple alternatives. Nat Hum Behav 4, 1118–1120 (2020). https://doi.org/10.1038/s41562-020-00941-5

Download citation

  • Received:

  • Accepted:

  • Published:

  • Issue Date:

  • DOI: https://doi.org/10.1038/s41562-020-00941-5

This article is cited by

Search

Quick links

Nature Briefing

Sign up for the Nature Briefing newsletter — what matters in science, free to your inbox daily.

Get the most important science stories of the day, free in your inbox. Sign up for Nature Briefing