Neural correlates of the non-optimal price: an MEG/EEG study.

ABSTRACT:

Introduction

Setting the right price is crucial for effectively positioning products in the market. Conversely, setting a "non-optimal price"-one that is perceived as much lower or higher than the product's true market value-can negatively influence consumer decisions and business results.

Methods

We conducted two electroencephalography (EEG) studies and one magnetoencephalography (MEG) study to investigate brain mechanisms underlying the perception of prices during a price judgment task. In each trial, participants were exposed to a mobile phone image (iPhone, Nokia, or Xiaomi) followed by a price, and instructed to judge whether the price was high or low based on a target word ("cheap" or "expensive").

Results

In both EEG experiments, we found a strong N400-like res

SUBMITTER: Gorin A 

PROVIDER: S-EPMC11811784 | biostudies-literature | 2025

REPOSITORIES: biostudies-literature