Is Paying Painful?: Neuropsychological Underpinnings of Abstract and Somatosensory Costs During Consumer Decision Making

Hilke Plassmann , INSEAD, France
Nina Mazar, University of Toronto, Canada
Antonio Rangel, California Institute of Technology, USA
Although much is known about how the human brain encodes the decision utility of objects for purchase, little is known about how costs are incorporated. We investigated this question using fMRI while subjects made purchasing decisions in exchange for either money or electric shocks.
[ to cite ]:
Hilke Plassmann , Nina Mazar, and Antonio Rangel (2011) ,"Is Paying Painful?: Neuropsychological Underpinnings of Abstract and Somatosensory Costs During Consumer Decision Making", 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: 146-147.