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タイトル: | A neural mechanism of preference shifting under zero price condition |
著者: | Votinov, Mikhail Aso, Toshihiko https://orcid.org/0000-0003-4814-089X (unconfirmed) Fukuyama, Hidenao Mima, Tatsuya |
著者名の別形: | 麻生, 俊彦 美馬, 達哉 |
キーワード: | zero-price effect fMRI decision-making MPFC neuroeconomics |
発行日: | 20-Apr-2016 |
出版者: | Frontiers |
誌名: | Frontiers in Human Neuroscience |
巻: | 10 |
論文番号: | 177 |
抄録: | 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. |
著作権等: | © 2016 Votinov, Aso, Fukuyama and Mima. This is an open-access article distributed under the terms of the Creative Commons Attribution License (CC BY). The use, distribution and reproduction in other forums is permitted, provided the original author(s) or licensor are credited and that the original publication in this journal is cited, in accordance with accepted academic practice. No use, distribution or reproduction is permitted which does not comply with these terms. |
URI: | http://hdl.handle.net/2433/214301 |
DOI(出版社版): | 10.3389/fnhum.2016.00177 |
PubMed ID: | 27148024 |
出現コレクション: | 学術雑誌掲載論文等 |
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