Neural Mechanisms Underlying Individual Variability in Susceptibility to Framing Effects

Vinod Venkatraman, Duke University, USA
David Smith, San Jose State University
Scott Huettel, Duke University, USA
FMRI data show that presenting the same product attribute in a positive or a negative frame engages distinct brain regions for economic decisions involving charity and the self. Individuals’ relative susceptibility to self and charity framing effects was correlated with activation in the ventromedial prefrontal cortex suggesting that these biases could be rooted in value computations.
[ to cite ]:
Vinod Venkatraman, David Smith, and Scott Huettel (2011) ,"Neural Mechanisms Underlying Individual Variability in Susceptibility to Framing Effects", in NA - Advances in Consumer Research Volume 39, eds. Rohini Ahluwalia, Tanya L. Chartrand, and Rebecca K. Ratner, Duluth, MN : Association for Consumer Research, Pages: 139.