Frontal Brain Asymmetry and Willingness to Pay
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DOI: 10.3389/fnins.2018.00138
Abstract: Consumers frequently make decisions about how much they are willing to pay (WTP) for specific products and services, but little is known about the neural mechanisms underlying such calculations. In this study, we were interested… read more here.
Keywords: pay; frontal brain; brain asymmetry; asymmetry ... See more keywords