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Where value comes from?
The brain integrates various sensory inputs and evaluates the item or environment by referring to knowledge and memory, but the process is still full of mysteries. Various behavioral experiments and neural measurements have revealed the mysterious reality.
201910.01 BRAIN MECHANISMS WHEN WE BUY GOODS (PAPER ACCEPTED) Posted in RESEARCH
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We buy goods based on different reasons (e.g., to obtain pleasure, to get functionality). How does the brain process these buying behaviour? Our study reveals that common brain regions code value of products regardless of the buying reasons. The paper was just accepted in Scientific Reports. (Motoki)