The Role of prefrontal cortex in purchasing decisions: an optical brain imaging study

Download

index.pdf

Date

2014

Author

Aşçı, Onur

Metadata

Show full item record

Item Usage Stats

217
views

73
downloads

In economic decisions, an agent has to determine the expected utility of each option. Decision making processes during purchasing are based on the evaluation of costs and benefits of the products. Past research shows that the prefrontal cortex region of the brain is activated while individuals evaluate the qualities and the prices of products in order to make purchasing decisions. The aim of this study is to use functional near-infrared spectroscopy (fNIRS) to investigate the activations in the prefrontal cortex and particularly in the medial prefrontal cortex during purchasing decisions. The participants were asked to state their purchasing preferences for a series of products based on their prices in a decision making task. Throughout the task, the oxygenation levels in different parts of the prefrontal cortex were measured via the fNIRS method. The participants also filled out surveys about their daily usage and price evaluation for each product. Participant decisions, fNIRS data and survey results were analyzed together to investigate the relationship between various aspects of purchasing preferences and prefrontal cortex activations. The results of the study revealed that there is a significant difference in the level of oxygenation of the prefrontal cortex areas between positive and negative purchasing decisions

Subject Keywords

Prefrontal cortex, Frontal lobes, Brain, Cognitive neuroscience., Decision making, Functional Near Infrared Spectroscopy.

URI

http://etd.lib.metu.edu.tr/upload/12616965/index.pdf
https://hdl.handle.net/11511/23366

Collections

Graduate School of Informatics, Thesis

Suggestions

OpenMETU
Core

Can endogenous changes in price flexibility alter the relative welfare performance of exchange rate regimes? Senay, Ozge; Sutherland, Alan (2004-06-19) A dynamic general equilibrium model of a small open economy is presented where agents may choose the frequency of price changes. A fixed exchange rate is compared to inflation targeting and money targeting. A fixed rate generates more price flexibility than the other regimes when the expenditure switching effect is relatively weak, while money targeting generates more flexibility when the expenditure switching effect is strong. These endogenous changes in price flexibility can lead to changes in the welfare...
The Impact of Modeling on Robust Inventory Management Under Demand Uncertainty Solyali, Oguz; Cordeau, Jean-Francois; Laporte, Gilbert (2016-04-01) This study considers a basic inventory management problem with nonzero fixed order costs under interval demand uncertainty. The existing robust formulations obtained by applying well-known robust optimization methodologies become computationally intractable for large problem instances due to the presence of binary variables. This study resolves this intractability issue by proposing a new robust formulation that is shown to be solvable in polynomial time when the initial inventory is zero or negative. Becau...
The Role of Outside Option for Sellers and Exogenous BreakDown Rate on Trading: An Experimental Analysis Büyükboyacı Hanay, Mürüvvet İlknur (null; 2019-09-05) This paper analyzes how trading and prices change in a double auction environment with outside option for sellers which is given with a probability if trade does not occur in the market, through an experiment. We assume that before the double auction occurs, outside option is announced. By knowing both announced outside option and offers and bids in the double auction (market), a seller chooses between selling his/her good in the market now and receiving outside option in the next round if the game continue...
Analysis of an options contract in a dual sourcing supply chain under disruption risk Köle, Hüseyin; Bakal, İsmail Serdar; Department of Industrial Engineering (2012) In this study, value of demand information and the importance of option contracts are investigated for a supply chain consisting of a buyer and two suppliers in a single period setting. One supplier is cheap but prone to disruptions whereas the other one is perfectly reliable but expensive. At the beginning of the period, buyer orders from the unreliable supplier and reserves from the reliable supplier through a contract that gives buyer an option to use reserved units after getting disruption information o...
On dominance core and stable sets for cooperative ellipsoidal games ALPARSLAN GÖK, Sırma Zeynep; Weber, Gerhard Wilhelm (Informa UK Limited, 2013-10-01) The allocation problem of rewards or costs is a central question for individuals and organizations contemplating cooperation under uncertainty. The involvement of uncertainty in cooperative games is motivated by the real world where noise in observation and experimental design, incomplete information and further vagueness in preference structures and decision-making play an important role. The theory of cooperative ellipsoidal games provides a new game theoretical angle and suitable tools for answering this...

Citation Formats

O. Aşçı, “The Role of prefrontal cortex in purchasing decisions: an optical brain imaging study,” M.S. - Master of Science, Middle East Technical University, 2014.