Neural predictors of purchases.
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ABSTRACT:
SUBMITTER: Knutson B
PROVIDER: S-EPMC1876732 | biostudies-literature | 2007 Jan
REPOSITORIES: biostudies-literature
Publications
Neural predictors of purchases.
Knutson Brian B Rick Scott S Wimmer G Elliott GE Prelec Drazen D Loewenstein George G
Neuron 20070101 1
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 activated the insula and deactivated the mesial prefrontal cortex (MPFC) prior to the purchase decision. Acti ...[more]
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