Neural Predictors of Purchases

by: Brian Knutson, Scott Rick, Elliott G Wimmer, Drazen Prelec, George Loewenstein

Neuron, Vol. 53, No. 1. (4 January 2007), pp. 147-156.

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consumer-behavior, insula, mesial_prefrontal_cortex, neuroeconomics, neuromarketing, nucleus_accumbens, nucleus-accumbens, purchases

Abstract

SummaryMicroeconomic 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.

@article{citeulike:1026530, abstract = {SummaryMicroeconomic 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.}, author = {Knutson, Brian and Rick, Scott and Wimmer, Elliott G. and Prelec, Drazen and Loewenstein, George }, citeulike-article-id = {1026530}, doi = {10.1016/j.neuron.2006.11.010}, journal = {Neuron}, keywords = {consumer-behavior, insula, neuroeconomics, neuromarketing, nucleus-accumbens}, month = {January}, number = {1}, pages = {147--156}, posted-at = {2007-01-05 09:43:45}, priority = {3}, title = {Neural Predictors of Purchases}, url = {http://dx.doi.org/10.1016/j.neuron.2006.11.010}, volume = {53}, year = {2007} }

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TY - JOUR ID - citeulike:1026530 L3 - citeulike-article-id:1026530 TI - Neural Predictors of Purchases JF - Neuron VL - 53 IS - 1 SP - 147 EP - 156 N2 - SummaryMicroeconomic 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. KW - consumer-behavior KW - insula KW - neuroeconomics KW - neuromarketing KW - nucleus-accumbens AU - Knutson, Brian AU - Rick, Scott AU - Wimmer, Elliott AU - Prelec, Drazen AU - Loewenstein, George PY - 2007/01/04/ UR - http://dx.doi.org/10.1016/j.neuron.2006.11.010 ER -

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