May 29th, 2011
psychologyforthepeople
Closer to the Buy Button? | Neuromarketing

Using fMRI, psychology professor Joseph Kable has shown that the ventromedial frontal cortex, or VMF, plays a key role in decisions involving value. Illustration by Patrick J. Lynch

Perhaps the most interesting part of the article for me is the reference to how the brain processes overpriced items:

Earlier fMRI work by researchers like CMU’s George Loewenstein shows that prices that seem unfair cause a pain reaction in the brain.

I know I’ve experienced a lot of pain at the prices hotels charge you for 24-hours of Internet.

1 note·
Neuromarketing
Roger Dooley
VMF
Joseph Kable
George Loewenstein
  1. psychologyforthepeople posted this

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