Reward and punishment: investigating cortico-bulbar excitability to disclose the value of goods

A continuing challenge for neuroscientists is to develop new conceptual tools and methodologies for understanding, predicting and modelling the influences of rewarding/punishing outcomes on human behaviour and decision making. Reinforcement shapes behaviours from the most primitive (fight/flight, ingest/regurgitate, approach/avoid) to complex (buy/sell). Understanding the neural processes underlying reinforcement is critical for understanding economic and social decision-making. Moreover, comprehension of deranged processing and responses to reinforcing stimuli is crucial across a range of psychology fields and society as a whole, including psychiatric and neurological illness, eating disor…