There are 2 implications of these results. The first is that when gamblers decide to quit, they do so, anticipating the negative consequences of choices to keep gambling that end up producing larger losses still. Activation in the insula is associated with both negative states such as pain and disgust (Singer et al., 2004; Wicker et al., 2003) and the anticipation of negative outcomes (Critchley et al., 2004; Ploghaus et al., 1999). It has also been suggested that the anterior insula cortex represents the visceral sensations that provide a substrate for the subjective awareness of emotionally potent information (Craig, 2002). Insula activity has also been linked to increased trait harm avoidance while making decisions (Paulus et al., 2003) and observed to precede risk-free choices in the context of a financial investment task (Kuhnen and Knutson, 2005). Activity within the anterior cingulate cortex may also reflect, in part, the anticipation of negative states through its role in the processing of pain information (Ploghaus et al., 1999). Therefore, signal change observed within the dorsal anterior cingulate cortex and the insula cortex when gamblers decide to quit the chase may reflect the sensations, imagery, and emotional arousal associated with anticipating further negative consequences.
