Frontal Brain Asymmetry and Willingness to Pay
نویسندگان
چکیده
منابع مشابه
Frontal Brain Asymmetry and Willingness to Pay
Consumers frequently make decisions about how much they are willing to pay (WTP) for specific products and services, but little is known about the neural mechanisms underlying such calculations. In this study, we were interested in testing whether specific brain activation—the asymmetry in engagement of the prefrontal cortex—would be related to consumer choice. Subjects saw products and subsequ...
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ژورنال
عنوان ژورنال: Frontiers in Neuroscience
سال: 2018
ISSN: 1662-453X
DOI: 10.3389/fnins.2018.00138