Mental Shopping Calculations: A Transcranial Magnetic Stimulation Study.

One of the most critical skills behind consumer's behavior is the ability to assess whether a price after a discount is a real bargain. Yet, the neural underpinnings and cognitive mechanisms associated with such a skill are largely unknown. While there is general agreement that the posterior parietal cortex (PPC) on the left is critical for mental calculations, and there is also recent repetitive transcranial magnetic stimulation (rTMS) evidence pointing to the supramarginal gyrus (SMG) of the right PPC as crucial for consumer-like arithmetic (e.g., multi-digit mental addition or subtraction), it is still unknown whether SMG is involved in calculations of sale prices. Here, we show that the neural mechanisms underlying discount arithmetic characteristic for shopping are different from complex addition or subtraction, with discount calculations engaging left SMG more. We obtained these outcomes by remodeling our laboratory to resemble a shop and asking participants to calculate prices after discounts (e.g., $8.80-25 or $4.80-75%), while stimulating left and right SMG with neuronavigated rTMS. Our results indicate that such complex shopping calculations as establishing the price after a discount involve SMG asymmetrically, whereas simpler calculations such as price addition do not. These findings have some consequences for neural models of mathematical cognition and shed some preliminary light on potential consumer's behavior in natural settings.