Evaluative responses appear to involve 2 seemingly distinct sets of processes: those that are automatically activated and others that are more consciously controlled. Using functional magnetic resonance imaging, the authors investigated the brain systems associated with automatic and controlled evaluative processing. Participants made either evaluative (good-bad) or nonevaluative (past-present) judgments about famous names. Greater amygdala activity was observed for names rated as "bad" relative to those rated as "good," regardless of whether the task directly involved an evaluative judgment (good-bad) or not (past-present). Good-bad judgments resulted in greater medial and ventrolateral prefrontal cortex (PFC) activity than past-present judgments. Furthermore, there was greater ventrolateral PFC activity in good-bad judgments marked by greater ambivalence. Together, these findings indicate a neural distinction between processes engaged for automatic and controlled evaluation. Whereas automatic processes are sensitive to simple valence, controlled processes are sensitive to attitudinal complexity.Arguably, among the most important cognitive processes are those that are involved in people's evaluation of their physical and social environment, including objects, persons, and events. The seemingly ordinary act of assigning valence-good and bad-is crucial for survival, guiding behavior toward or away from a significant object in the immediate environment or in anticipation of future rewards and punishments in goal attainment. It is not surprising then, that the brain systems that underlie these processes have been of considerable interest (see LeDoux, 1996). Nevertheless, there remains much to be done to fully understand how various component processes work independently and together to produce complex and coherent social evaluations.To understand the affective and cognitive processes of evaluation, the present research brought together theory, research, and methods of social psychology and cognitive neuroscience to clarify the nature of social evaluation. Using functional neuroimaging to examine variation in brain activity as a function of perceiver intentions, the information processed, and the interaction between intention and information, we can begin to identify the distinct cognitive and affective processes that are involved in social evaluations. In particular, the present study used theoretical ideas and findings about attitude/evaluation and attitudinal ambivalence to investigate the neural mechanisms that give rise to them. Neuroimaging evidence provides convergent validity for theoretical constructs used to characterize social cognition, and also offers suggestions about the constraints on social cognitive models of evaluation. Conversely, the theoretical framework from social cognition is critical for interpreting neuroimaging data regarding social processes and for understanding and generating new hypotheses about brain function.
The Social Cognition of EvaluationIn the past 2 decades, the use of indire...