How the brain responds to prices: Scientists discover neural marker for price perception
Peer-Reviewed Publication
Updates every hour. Last Updated: 10-Sep-2025 17:11 ET (10-Sep-2025 21:11 GMT/UTC)
Russian scientists have discovered how the brain makes purchasing decisions. Using electroencephalography (EEG) and magnetoencephalography (MEG), researchers found that the brain responds almost instantly when a product's price deviates from expectations. This response engages brain regions involved in evaluating rewards and learning from past decisions. Thus, perceiving a product's value is not merely a conscious choice but also a function of automatic cognitive mechanisms. The results have been published in Frontiers in Human Neuroscience.
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