ArticleFrontiers in neuroscience2018
Frontal Brain Asymmetry and Willingness to Pay.
Article in Frontiers in neuroscience, 2018. The graph could read no effect estimate from its abstract, so it casts no vote on the map. Cited by 44 papers, 1 of them a synthesis that pooled it.
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Who cites it
44 citing papers in PubMed, 1 synthesis or guideline pooled it.
- Is EEG Suitable for Marketing Research? A Systematic Review.Frontiers in neuroscience · 2020Pooled it
- Alpha oscillations during sunscreen application associated with willingness to pay.Experimental brain research · 2026Article
- Evaluating celebrity influence on brand attention, emotion, and memory.Scientific reports · 2026Article
- Improving career guidance accuracy through EEG-based vocational interest assessment and self-reported RIASEC profiles.Frontiers in neuroscience · 2026Article
- Neuroscience meets food choice: Implicit and explicit consumer responses to plant-based vs animal-based foods.Current research in food science · 2026Article
- From metric to model: a five-stage pipeline for building and sustaining valid AI predictive systems in consumer neuroscience.Frontiers in human neuroscience · 2026Article
- Neural correlates of the non-optimal price: an MEG/EEG study.Frontiers in human neuroscience · 2025Article
- A systematic review on EEG-based neuromarketing: recent trends and analyzing techniques.Brain informatics · 2024Review
- Radio, Podcasts, and Music Streaming-An Electroencephalography and Physiological Analysis of Listeners' Attitude, Attention, Memory, and Engagement.Brain sciences · 2024Article
- Tactile estimation of hedonic and sensory properties during active touch: An electroencephalography study.The European journal of neuroscience · 2023Article
- Machine learning-based classifying of risk-takers and risk-aversive individuals using resting-state EEG data: A pilot feasibility study.Brain and behavior · 2023Article
- The Influence of Tourist Attraction Type on Product Price Perception and Neural Mechanism in Tourism Consumption: An ERP Study.Psychology research and behavior management · 2023Article
- Evidence for human-centric in-vehicle lighting: part 3-Illumination preferences based on subjective ratings, eye-tracking behavior, and EEG features.Frontiers in human neuroscience · 2023Article
- Neuroselling: applying neuroscience to selling for a new business perspective. An analysis on teleshopping advertising.Frontiers in psychology · 2023Article
- DeePay: deep learning decodes EEG to predict consumer's willingness to pay for neuromarketing.Frontiers in human neuroscience · 2023Article
- Neural mechanisms of expert persuasion on willingness to pay for sugar.Frontiers in behavioral neuroscience · 2023Article
- Motivation in the metaverse: A dual-process approach to consumer choices in a virtual reality supermarket.Frontiers in neuroscience · 2023Article
- A systematic review of the prediction of consumer preference using EEG measures and machine-learning in neuromarketing research.Brain informatics · 2022Review
- Article
- Neural Correlates Underlying Social-Cue-Induced Value Change.The Journal of neuroscience : the official journal of the Society for Neuroscience · 2022Article
Corrections and comments
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Authors and funding
4 authors.
Funding
No grant is acknowledged in the PubMed record.
Abstract
Consumers frequently make decisions about how much they are willing to pay (WTP) for specific products and services, but little is known about the neural mechanisms underlying such calculations. In this study, we were interested in testing whether specific brain activation-the asymmetry in engagement of the prefrontal cortex-would be related to consumer choice. Subjects saw products and subsequently decided how much they were willing to pay for each product, while undergoing neuroimaging using electroencephalography. Our results demonstrate that prefrontal asymmetry in the gamma frequency band, and a trend in the beta frequency band that was recorded during product viewing was significantly related to subsequent WTP responses. Frontal asymmetry in the alpha band was not related to WTP decisions. Besides suggesting separate neuropsychological mechanisms of consumer choice, we find that one specific measure-the prefrontal gamma asymmetry-was most strongly related to WTP responses, and was most coupled to the actual decision phase. These findings are discussed in light of the psychology of WTP calculations, and in relation to the recent emergence of consumer neuroscience and neuromarketing.
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Registered trials
Read under generation 80e0d062 · epoch 390. Bibliography from PubMed, PubMed Central and OpenAlex; grants from NIH RePORTER; trial links from ClinicalTrials.gov; estimates, votes and beliefs from the OpenQuestion graph.