The neural computations underlying context dependent attribute-based valuation of complex stimuli

Adaptive decision making requires value computations to be flexible because we often need to value a stimulus differently as the context changes. A stimulus might be highly desirable in one context but completely unappealing in another. However, it is not known how the brain can support such flexible modulation of overall stimulus value. Here we test a model of flexible value construction whereby individual attributes of a stimulus are converted into contextually dependent attribute-specific value representations before being combined into an overall integrated stimulus value. To test this framework, human participants (online n=95, MRI n=35) provided ratings for 75 unique high-dimensional clothing stimuli under three instructed ‘goal-contexts’ designed to elicit differences in overall value judgments for the items. Integrated value ratings for each stimulus were found to be goal-context dependent, while individual stimulus-attributes varied markedly in how they contributed to value ratings across goal contexts. In the fMRI data, representations of the absolute levels of particular attributes were revealed in visual areas. In contrast, encoding of individual attributes in value space, alongside integrated overall stimulus value, was present within distinct regions of prefrontal cortex. More specifically, behaviorally relevant attributes in value space and integrated stimulus value were found in vmPFC and dmPFC respectively. These findings indicate that the construction of value for high-dimensional stimuli is achieved through the computation of goal-context-dependent attributes in value space, providing mechanistic insight into how the brain can flexibly modulate stimulus-values as context changes.