Modulating the Activity of MPFC With tDCS Alters Endowment Effect.

ABSTRACT: Endowment effect - the observation that people appear to attach more value to possessions than non-possessions - has been replicated in numerous experimental studies. Previous neuroimaging studies revealed that the medial prefrontal cortex (MPFC) plays a role in the endowment effect. To assess the possibility of a direct causal relationship between the activity of MPFC and the endowment effect, we used transcranial direct current stimulation (tDCS) to transiently alter the neural activity in MPFC. Subsequently, in three stimulation treatments, we assessed the presence of the endowment effect, which was demonstrated by a disparity between willingness to accept (WTA) and willingness to pay (WTP). The results indicated that the participants demonstrated the endowment effect for a mug in the a

SUBMITTER: Guo W 

PROVIDER: S-EPMC6751267 | biostudies-literature | 2019

REPOSITORIES: biostudies-literature