Using fMRI to Explore Decoy Effect and Feeling of Good-deal
Date Issued
2010
Date
2010
Author(s)
Hong, Chong-Wei
Abstract
Our purpose is to understand the neural mechanism of decoy effect and how the presence of decoy influences feeling of good-deal. While subjects engage in choice tasks, we record their cerebral activity by using functional magnetic resonance imaging (fMRI). Then we analyze how decoy affects cerebral activity and feeling of good-deal. Firstly, we find areas of brain correlated with price, quality, and feeling of good-deal. Secondly, the activity of these areas is more sensitive to feeling of good-deal after adding some decoys. Thirdly, the cerebral activity of subjects who are more easily affected by decoy contradicts our prediction. By above neural results, the change of feeling of good-deal may be one way to cause decoy effect.
Subjects
decoy effect
feeling of good-deal
functional magnetic resonance imaging
price
quality
Type
thesis
File(s)![Thumbnail Image]()
Loading...
Name
ntu-99-R97323022-1.pdf
Size
23.53 KB
Format
Adobe PDF
Checksum
(MD5):0da5b26ba47744943eb29f337d476d38