• Register
X
Forgot Password

If you have forgotten your password you can enter your email here and get a temporary password sent to your email.

X

Leaving Community

Are you sure you want to leave this community? Leaving the community will revoke any permissions you have been granted in this community.

No
Yes

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 activated the insula and deactivated the mesial prefrontal cortex (MPFC) prior to the purchase decision. Activity from each of these regions independently predicted immediately subsequent purchases above and beyond self-report variables. These findings suggest that activation of distinct neural circuits related to anticipatory affect precedes and supports consumers' purchasing decisions.

Pubmed ID: 17196537

Authors

  • Knutson B
  • Rick S
  • Wimmer GE
  • Prelec D
  • Loewenstein G

Journal

Neuron

Publication Data

January 4, 2007

Associated Grants

  • Agency: NIA NIH HHS, Id: AG024957-02
  • Agency: NIA NIH HHS, Id: P30 AG024957

Mesh Terms

  • Adolescent
  • Adult
  • Brain Mapping
  • Cerebral Cortex
  • Decision Making
  • Economics
  • Emotions
  • Fear
  • Female
  • Humans
  • Magnetic Resonance Imaging
  • Male
  • Neural Pathways
  • Nucleus Accumbens
  • Predictive Value of Tests
  • Prefrontal Cortex
  • Reward
  • Risk-Taking