Perceptual and memory neural processes underlie short and long-term non-reinforced behavioral change

Studies and behavioral interventions have focused on reinforcement and context change as means to influence preferences. Cue-approach training (CAT) has been shown to induce preference changes lasting months, towards items that were merely paired with a neutral cue and a speeded response without reinforcement. We scanned 36 participants with fMRI during a passive viewing task before, after and one month following CAT to study the neural basis of representation and modification of preferences in the absence of reinforcements. We found that enhanced visual processing in the short-term, and memory processes in the long-term, underlie value change. These results show for the first time a change in the neural representation of items in perceptual regions immediately after training and enhanced memory accessibility after 30 days. Our findings emphasize the potential of targeting the process of neural representation to accomplish long-term behavioral change and set the ground for new theories and clinical interventions.