Russian scientists explained how the brain decides on the purchase process 03/23/2025, 22:40

Scientists from the National Research University “High School of Economics” learned which field of the brain is responsible for reacting to goods and service prices. The results of the study were published there magazine Limits in human neuroscience (FHN).

In the experiment, 65 people contained images of mobile phones of various brands and hypothetical prices.
Prices can correspond to higher, below or the market value. The participants had to determine whether there was a “expensive” or “cheap” price, and scientists recorded brain activities.

It turned out that there was an N400 signal with unexpected prices in the brain – an electrical pulse associated with processing atypical information. At the same time, the prices perceived as very high caused a stronger reaction than being too low. Scientists explain this with the fact that people are skeptical to significant high discounts.

The reaction of the brain was also dependent on the brand. For example, for Chinese brands, the price range, which caused a strong reaction, has become wider, which may have a less clear idea of ​​the market value.

The researchers found that during the detection of olmayan non -optimal ”prices, the frontal cortex and belief were activated in the café of the café – activated the region responsible for deciding and evaluating wages. This means that the perception of the value of the product is not only a conscious choice, but also the result of the operation of automatic cognitive mechanisms.

The study not only demonstrates decision -making mechanisms, but also provides new tools to analyze consumer behavior to marketers. In the future, such methods can help companies optimize pricing and increase customer satisfaction.

Previously, scientists learnedWhat happens when consuming and other marketing incentives in the brain of consumers.