Willingness to Pay in the Human Brain: A fMRI Activation Likelihood Estimation Meta-analysis

Abstract

The neural substrate of willingness to pay (WTP) ultimately supports human economic exchange activities and plays a crucial role in daily life. This paper aimed to identify the neural basis of WTP for food and nonfood, as well as the brain regions related to real and hypothetical WTP choices. We found the human brain centers of WTP by performing an activation likelihood estimation (ALE) meta-analysis (27 experiments, 796 subjects) on the existing neuroimaging studies. The conjunction analysis revealed that WTP for food and nonfood engaged a common cluster in the paracingulate and cingulate gyrus, revealing a common reward circuit in the brain. The frontal medial cortex and paracingulate gyrus were particularly activated by WTP for nonfood. Furthermore, the left caudate, left thalamus, angular gyrus and supramarginal gyrus (subregions of inferior parietal lobule) were more convergently activated by hypothetical WTP choice. Our findings support the idea that a common currency representation in the brain and reward-specific neural basis. Results also provide evidence of neural representations of the hypothetical bias.