Neurophysiological correlates of purchase decision-making

Abstract

Economic decisions are characterized by their uncertainty and the lack of explicit feedback that indicates the correctness of decisions at the time they are made. Nevertheless, very little is known about the neural mechanisms involved in this process. Our study sought to identify the neurophysiological correlates of purchase decision-making in situations where the optimal purchase time is not known. EEG was recorded in 24 healthy subjects while they were performing a new experimental paradigm that simulates real economic decisions. At the time of price presentation, we found an increase in the P3 Event-Related Potential and induced theta and alpha oscillatory activity when participants chose to buy compared to when they decided to wait for a better price. These results reflect the engagement of attention and executive function in purchase decision-making and might help in the understanding of brain mechanisms underlying economic decisions in uncertain scenarios.