- 著者
- Ban Hiroshi Yamamoto Hiroki Hanakawa Takashi Urayama Shin-Ichi Aso Toshihiko Fukuyama Hidenao Ejima Yoshimichi
- 出版者
- The Society for Neuroscience
- 雑誌
- The Journal of neuroscience : the official journal of the Society for Neuroscience (ISSN:02706474)
- 巻号頁・発行日
- vol.33, no.43, pp.16992-17007, 2013-10-23
- 被引用文献数
- 35
モノの背後を見る脳の仕組みを解明 -視対象の部分像から全体像を復元する第1次視覚野の活動をfMRIで観察-. 京都大学プレスリリース. 2013-10-23.
- 著者
- Votinov Mikhail Mima Tatsuya Aso Toshihiko Abe Mitsunari Sawamoto Nobukatsu Shinozaki Jun Fukuyama Hidenao
- 出版者
- Elsevier Ireland Ltd and the Japan Neuroscience Society
- 雑誌
- Neuroscience research (ISSN:01680102)
- 巻号頁・発行日
- vol.68, no.1, pp.59-65, 2010-09
- 被引用文献数
- 16
People always concern about what they have and what they might lose even it is just imaginary property. According to Prospect Theory, the losses might be weighted by subjects higher than gain, which would cause the disparity between the willingness to accept (WTA) and willingness to pay (WTP) compensation in economic valuation. Using functional MRI, we investigated neural correlates of this inconsistent value estimation, known as the endowment effect, during a simple pricing task without economic transaction. Brain activation associated with this price discrepancy was observed in the right inferior frontal gyrus (IFG), where voxel-based morphometry of MRI revealed the positive correlation between gray matter concentration and WTA/WTP ratio. These findings suggest the functional relevance of IFG in WTA/WTP discrepancy for pricing without any actual gain and loss, where an integration of loss aversion-related signals from insula and expected value signals may occur.