A groundbreaking perspective from current neuroscience is reshaping how people worldwide—including Thais navigating a busy, goal-filled society—understand daily decision-making. Recent research distilled in “What We Value: The Neuroscience of Choice and Change” by Professor Emily Falk, a noted communication neuroscientist at the University of Pennsylvania, offers insight into why so many of us feel overwhelmed by conflicting goals and how we can recalibrate our brains to make choices more aligned with our evolving values and identities (nextbigideaclub.com).
Behind every decision, from whether to exercise or respond to work emails, lies a sophisticated brain process that automatically evaluates and assigns value to different options. This “value system” in the brain draws from our past experiences, current context, and perceptions of future rewards—a process often invisible to us, but one which determines not only our habits but also our sense of identity and fulfillment.
For Thais, daily choices can involve balancing responsibilities to family, work, religious practice, and personal ambitions. The neuroscience showcased in the research demonstrates that these decisions are less about willpower and more about how our brains have learned (and often, default) to assign value to competing demands, usually reinforcing familiar patterns even when we consciously wish to change. “We tend to favor choices that reinforce our existing identity, sometimes at the cost of new opportunities and experiences,” Professor Falk observes, citing the “endowment effect”—our tendency to cling to behaviors and self-definitions we perceive as “ours,” even when they limit growth. This phenomenon has special resonance in Thailand, where maintaining face, fulfilling traditional roles, and upholding family expectations are deeply embedded in daily life.
The brain’s self-relevance and social-relevance systems further intensify these patterns. The self-relevance system shapes choices according to whether they fit our self-image, while the social-relevance system constantly references what others are doing or what we imagine they expect, powerfully influencing our sense of belonging and status. For many Thais, who value community harmony (ความสามัคคี), these mechanisms may steer choices that prioritize group cohesion or filial piety, sometimes at the expense of pursuing more individualized aspirations.
Crucially, Professor Falk’s research also spotlights ways to gently work with, rather than against, these systems when aiming to change. Small cognitive reframes can shift the value assigned to certain choices, making healthy or future-oriented behaviors feel more rewarding in the present—a neuroscientific twist on the Buddhist principle of “right intention” (สัมมาสังกัปปะ) and the Thainess of gradual self-improvement. For example, instead of framing exercise as difficult, individuals can link it with immediate pleasures (such as scenic routes or enjoyable company), making it more likely their brains will select this new option. Similarly, letting go of defensiveness and embracing “self-transcendent values”—such as concern for loved ones or society—can open space for new, more expansive identities to take root.
Expert commentary gathered from global neuroscience and behavioral psychology converges on the same point: understanding our value system is a more powerful lever for change than relying on sheer willpower or external pressure. Professor Falk summarizes, “By expanding the power and possibility of our choices, we increase the capacity for inner, societal, and cultural growth.” Recommended strategies include periodically reviewing who exerts social influence in your life, diversifying your reference group through media and new experiences, and practicing open self-reflection—advice that dovetails with Thai educational reforms emphasizing 21st-century skills, adaptability, and lifelong learning (UNESCO Bangkok).
These neural insights also hold special significance amid Thailand’s post-pandemic realities, where many are struggling to balance remote work, family obligations, and emerging economic uncertainty. The cultural expectation to “do everything well” may lead to burnout. Professor Falk’s research suggests that more sustainable change comes from working with the brain: shifting focus, re-evaluating what truly matters, and being less defensive when rethinking priorities. This approach is consistent with traditional Thai wisdom encouraging mindfulness (สติ) and gradual, compassionate self-development.
Looking ahead, experts anticipate that as neuroscience continues uncovering the plasticity of the human value system, both individuals and policymakers in Thailand will be better equipped to design interventions—whether in education, health promotion, or workplace management—that nudge the brain’s natural decision-making machinery toward sustainable well-being. Schools, for instance, could integrate value-based decision-making into their curriculums, while companies might promote cultures that respect flexible identities and encourage diverse pathways to success.
For Thai readers striving to juggle work, family, spiritual development, and personal health, these findings offer a practical takeaway: lasting behavioral change emerges not from iron discipline, but from subtle shifts in how our brains assign value. By making future goals more rewarding in the moment, and by broadening our sense of self and social belonging, we can cultivate new habits that bring us closer to what we truly value.
In sum, the next time you find yourself torn between competing goals—from attending a family gathering in the provinces to pursuing professional advancement in Bangkok—remember that your brain is not just weighing options logically. It is deeply shaped by identity, context, and social influence. By consciously tweaking what feels rewarding, staying open to new identities, and drawing lessons from both neuroscience and Thai culture, you can unlock new pathways to growth.
For further reading and practitioner-oriented advice, explore Professor Falk’s work via the Communication Neuroscience Lab at the University of Pennsylvania, or access Thai-language resources that discuss the science of habits and goal setting (nextbigideaclub.com).