Neural Predictors of Purchases

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Neural Predictors of Purchases

Microeconomic theory maintains that purchases are driven by a combination of consumer preference and price. Using event-related fMRI, we investigated how people weigh these factors to make purchasing decisions. Consistent with neuroimaging evidence suggesting that distinct circuits anticipate gain and loss, product preference activated the nucleus accumbens (NAcc), while excessive prices activa...

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ژورنال

عنوان ژورنال: Neuron

سال: 2007

ISSN: 0896-6273

DOI: 10.1016/j.neuron.2006.11.010