{"id":3416,"date":"2015-04-09T12:53:14","date_gmt":"2015-04-09T04:53:14","guid":{"rendered":"https:\/\/buzzorange.com\/vidaorange\/2015\/04\/09\/how-our-brains-make-purchase-decisions\/"},"modified":"2015-04-09T12:53:14","modified_gmt":"2015-04-09T04:53:14","slug":"how-our-brains-make-purchase-decisions","status":"publish","type":"post","link":"https:\/\/buzzorange.com\/vidaorange\/2015\/04\/09\/how-our-brains-make-purchase-decisions\/","title":{"rendered":"\u3010\u82f1\u8a9e\u5cf6\u3011\u5148\u770b\u5230\u300c\u5546\u54c1\u300d\u9084\u662f\u5148\u770b\u5230\u300c\u50f9\u683c\u300d\uff0c \u6703\u5982\u4f55\u5f71\u97ff\u8cfc\u8cb7\u6c7a\u5b9a\uff1f"},"content":{"rendered":"

\"\"<\/p>\n

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(A)<\/strong>\u5f15\u8a98<\/strong>(B)<\/strong>\u7279\u50f9\u5546\u54c1<\/strong>(C)<\/strong>\u5171\u9cf4<\/strong><\/span><\/p>\n

Think of the last time you went shopping. When you glanced through the product and the price, was your purchasing decision affected by seeing the price before the product, or (1)vice versa<\/strong>?<\/span> That’s the question at the heart of the work of Uma R. Karmarkar, a neuroscientist and assistant professor in the Marketing Unit at Harvard Business School and her research partners.<\/p>\n

“We were interested in whether considering the price first changed the way the brain coded the value of a product.” The researchers discovered that price primacy (viewing price first) makes consumers more likely to focus on whether a product is worth its price, and consequently can help (A)induce <\/strong><\/span>the purchase of specific kinds of (B) bargain-priced items<\/strong>.<\/span> The research could help retailers and marketers frame the sales message to consumers.<\/p>\n

The researchers conducted a series of experiments in which participants lay inside a functional magnetic (C) resonance <\/strong><\/span>imaging (fMRI) machine. In the first experiment, each participant was given $40 of shopping money before viewing a series of 80 products and their prices on a screen inside the fMRI machine. Most of the participants were in their 20s, and most of the products appealed to their demographic.<\/p>\n

Sometimes participants saw the price first, and some- times the product first. But in every case, they eventually saw an image of both the product and the price presented (2) hand in hand<\/strong><\/span>. Then they indicated yes or no with the push of a button. The researchers focused on brain activity in the medial prefrontal cortex (deals with estimating decision value) and the nucleus accumbens (deals with whether a product is viscerally desirable).<\/p>\n

The results showed that brain activity varied according to whether the participant had seen the price or product first. When the product came first, the decision question seemed to be ‘Do I like it?’ And when the price came first, the question seemed to be “Is it worth it?” They hypothesized that price primacy might increase the likelihood of buying product. However, before the retailers (3) go out of their way <\/strong><\/span>to lead with price, they need to know one last thing. “You can’t just try to fool people into thinking it’s a great price.” Says Karmarkar. If the discount is insignificant, then highlighting the price might do more harm than good.<\/p>\n

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