Neural signals of selective attention are modulated by subjective preferences and buying decisions in a virtual shopping task.

@article{Goto2017NeuralSO,
  title={Neural signals of selective attention are modulated by subjective preferences and buying decisions in a virtual shopping task.},
  author={Nobuhiko Goto and Faisal Mushtaq and Dexter Shee and Xue Li Lim and Matin Mortazavi and Motoki Watabe and Alexandre Schaefer},
  journal={Biological psychology},
  year={2017},
  volume={128},
  pages={11-20}
}
We investigated whether well-known neural markers of selective attention to motivationally-relevant stimuli were modulated by variations in subjective preference towards consumer goods in a virtual shopping task. Specifically, participants viewed and rated pictures of various goods on the extent to which they wanted each item, which they could potentially purchase afterwards. Using the event-related potentials (ERP) method, we found that variations in subjective preferences for consumer goods… CONTINUE READING
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