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A Neural Mechanism of Preference Shifting Under Zero Price Condition

In everyday life, free products have a strong appeal to us, even if we do not need them. Behavioral studies demonstrated that people have a tendency to switch their preference from preferred more expensive products to less preferable, cheaper alternatives, when the cheaper option becomes free. Howev...

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Detalles Bibliográficos
Autores principales:	Votinov, Mikhail, Aso, Toshihiko, Fukuyama, Hidenao, Mima, Tatsuya
Formato:	Online Artículo Texto
Lenguaje:	English
Publicado:	Frontiers Media S.A. 2016
Materias:	Neuroscience
Acceso en línea:	https://www.ncbi.nlm.nih.gov/pmc/articles/PMC4837161/ https://www.ncbi.nlm.nih.gov/pubmed/27148024 http://dx.doi.org/10.3389/fnhum.2016.00177

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