一个可以解释“以价论声”的理论研究 by caltech,stanford

sairenn

Abstract
Despite the importance and pervasiveness of marketing, almost nothing is known about the neural mechanisms through which it affects decisions made by individuals.
We propose that marketing actions, such as changes in the price of a product, can affect neural representations of experienced pleasantness. We tested this hypothesis
by scanning human subjects using functional MRI while they tasted wines that, contrary to reality, they believed to be different and sold at different prices. Our results
show that increasing the price of a wine increases subjective reports of flavor pleasantness as well as blood-oxygen-level-dependent activity in medial orbitofrontal cortex,
an area that is widely thought to encode for experienced pleasantness during experiential tasks. The paper provides evidence for the ability of marketing actions to modulate
neural correlates of experienced pleasantness and for the mechanisms through which the effect operates.


一句话概要：
研究表明同样一瓶红酒贴上高价标和低价标，消费者品尝后更喜欢“高价”酒，并且喝“高价"酒的时候大脑mOFC区域（眼窝前额皮质）BOLD（血氧）浓度和神经元活跃度更高，此区域被认为与感受到的愉悦度有关。

References

Hilke Plassmann,John O'Doherty,Baba Shiv,and Antonio Rangel,Marketing actions can modulate neural representations of experienced pleasantness(2007),PANS 105(3):1050-1054

私货：
在排除不了脑放的前提下，HIFI领域很多话题连讨论的价值都没有。发展了这么多年还以小学级别散文为通货的行业，不没落谁没落。

yb111155

不明觉厉啊！！