A neural mechanism of preference shifting under zero price condition

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. Howev...

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Bibliographic Details

Main Authors:	Mikhail eVotinov, Toshihiko eAso, Hidenao eFukuyama, Tatsuya eMima
Format:	Artigo
Language:	Inglês
Published:	Frontiers Media S.A. 2016-04-01
Series:	Frontiers in Human Neuroscience
Subjects:	decision-making fMRI neuroeconomics mPFC Zero-price effect
Online Access:	http://journal.frontiersin.org/Journal/10.3389/fnhum.2016.00177/full
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