PRESENTATION OUTLINE
“WE WERE INTERESTED IN WHETHER CONSIDERING THE PRICE FIRST … CHANGED THE WAY THE BRAIN CODED THE VALUE OF A PRODUCT.”
"When the product came first, the decision question seemed to be one of 'Do I like it?
when the price came first, the question seemed to be 'Is it worth it?' "
price primacy didn't have much of an effect on actual purchasing behavior.
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