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Neural predictors of purchases.

Neuron | Jan 4, 2007

http://www.ncbi.nlm.nih.gov/pubmed/17196537

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 RIS Download

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

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Associated grants

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

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