How context alters value: Price information recruits the brain’s valuation and affective regulation system for shaping experienced taste pleasantness
Liane Schmidt, Vasilisa Skvortsova, Claus Kullen, Bernd Weber, Hilke Plaßmann
The paper shows that price cues influence taste pleasantness by engaging the brain's valuation system and affective regulation networks.
Scientific Reports · Aug 8, 2017Peer-reviewedNeuroscience