How our brain assess bargains - 0 views
medicalxpress.com/...2013-12-brain-bargains.html
brain science language technology knowledge research science bargains brain psychology education
shared by julia rhodes on 23 Dec 13
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The 'supermarket shoppers' were brain-scanned to test their reactions to promotions and special offers in a major cutting-edge project by UK-based SBXL, one of Europe's leading shopping behaviour specialists and Bangor University's respected School of Psychology.
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We know from other research that people are not as good at making rational decisions as they might expect, often using "rules of thumb" and educated guesses to evaluate decisions. Using brain imaging techniques we hope to get a better understanding of how the brain responds to special offers and how this may influence the decisions we make. This also gives us the chance to do some research on how we make decisions in a real world context."
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Our data also agrees with previous research suggesting that as offers, or decisions get more complex, instead of working things out, our brains take shortcuts, and may guess that an offer is good. Interestingly, in our study people were just as good at selecting good complex offers from bad as they were for less complex ones, suggesting this guessing method may be as good in some cases as "working it out"."
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"It turns out we are not as good at picking good offers as you might expect, with the average shopper in our experiment only picking 60% of good offers compared to bad. We also found that age had a strong negative affect on the ability to choose good offers, with older people less able to choose good offers over bad ones. We find this latter effect very interesting and would like to do some more research to find out why this may be the case."
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The advantage of using fMRI to image the brain while actively making shopping decisions is that it enables us to see how the whole brain responds, including the 'deeper' areas of the brain, such as those associated with emotion and desire. This lets us understand more about what makes an offer appealing: in some cases the choice appears to be more rational, and in other cases we can see emotional circuitry getting involved in the decision-making process".
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In particular we are interested in how factors we are unconsciously aware of can override what might be considered the optimal choice based on conscious judgements. We hope this partnership with SBXL will lead to further research in this area."