Adherence
The ventromedial prefrontal cortex (vmPFC) is specifically engaged by the goal-directed system during instrumental learning and decision-making, distinguishing it from the habitual system which relies on stimulus-response associations.
To maintain flexible, goal-oriented behavior (rather than rigid habits), you must actively engage your prefrontal cortex by evaluating the current value of outcomes. This involves consciously linking cues to specific goals and responses, rather than just reacting to stimuli automatically. This cognitive load is necessary for adapting to changing rewards.
In the goal-directed system, cues in our environment (stimuli; S) make us think of our goals (outcome; O), which in turn remind us of the responses that have yielded these in the past (response; R)... In contrast, when the habit system takes over, behavior becomes directly driven by contextual cues through S->R associations and thereby loses its immediate sensitivity to goal value.
Why this rating
High-quality fMRI study with a well-designed behavioral task (conflict task) and clear isolation of neural substrates, though limited to healthy young adults.
Source
Differential Engagement of the Ventromedial Prefrontal Cortex by Goal-Directed and Habitual Behavior toward Food Pictures in Humans
Sanne de Wit et al. · Journal of Neuroscience · 2009
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