Year: 2016
Type: article
Abstract: In everyday life, free products have a strong appeal to us, even if we do not need them. Behavioral studies demonstrated that people have a tendency to switch their preference from preferred more expensive products to less preferable, cheaper alternatives, when the cheaper option becomes free. However, the neural representation of this behavioral anomaly called "Zero price" is still unclear. Using fMRI, we studied subjects while they performed binary preference choice task for items with different prices. We found that zero-related change of preference was associated with activation of the choice network, which includes inferior parietal lobule (IPL), posterior cingulate cortex and medial prefrontal cortex. Moreover, the amount of activation in medial prefrontal cortex was positively correlated with the subjective happiness score of getting free products. Our findings suggest that the Zero-price effect is driven by affective evaluations during decision-making.
Source: Frontiers in Human Neuroscience
Language: English
Subfield: General Decision Sciences
Field: Decision Sciences
Domain: Social Sciences
Open Access status: gold
Estimated APC paid: $3,801
Awards: Social Interaction to Emerge the Social Brain: Toward the Fusion of Two BrainsStudy of social brain using hyperscanning, G1837074887, G2245966152, G237623420, Recovery of lower limb function by hybrid-rehabilitation combining DC stimulation and gait: Physiologic study, G6713473764, G7897810713, Generator mechanism and dynamics of functional brain networks of epileptic slow activities, G9000019610
OpenAlex ID: W2341103252