Effects of subjective preference of colors on attention-related occipital theta oscillations

Human daily behaviors are often affected by subjective preferences. Studies have shown that physical responses are affected by unconscious preferences before conscious decision making. Accordingly, attention-related neural activities could be influenced by unconscious preferences. However, few neurological data exist on the relationship between visual attention and subjective preference. To address this issue, we focused on lateralization during visual attention and investigated the effects of subjective color preferences on visual attention-related brain activities. We recorded electroencephalograph (EEG) data during a preference judgment task that required 19 participants to choose their preferred color from 2 colors simultaneously presented to the right and left hemifields. In addition, to identify oscillatory activity during visual attention, we conducted a control experiment in which the participants focused on either the right or the left color without stating their preference. The EEG results showed enhanced theta (4-6 Hz) and decreased alpha (10-12 Hz) activities in the right and left occipital electrodes when the participants focused on the color in the opposite hemifield. Occipital theta synchronizations also increased contralaterally to the hemifield to which the preferred color was presented, whereas the alpha desynchronizations showed no lateralization. The contralateral occipital theta activity lasted longer than the ipsilateral occipital theta activity. Interestingly, theta lateralization was observed even when the preferred color was presented to the unattended side in the control experiment, revealing the strength of the preference-related theta-modulation effect irrespective of visual attention. These results indicate that subjective preferences modulate visual attention-related brain activities.