Russian researchers have unveiled insights into how the brain processes purchasing decisions through a study that combines electroencephalography (EEG) and magnetoencephalography (MEG). Published in the journal Frontiers in Human Neuroscience, the findings suggest that the brain reacts almost instantaneously to deviations from expected product prices. This response involves critical brain areas associated with reward evaluation and learning from past experiences, indicating that value perception is not merely a conscious choice but is significantly influenced by automatic cognitive processes.

The study was motivated by everyday experiences where consumers encounter various prices for products ranging from food to technology and services, which often appear either overpriced or suspiciously cheap. The team, comprising researchers from HSE University and the Russian neuromarketing firm Neurotrend, investigated whether the brain actively evaluates prices or if this process occurs subconsciously. During the experiment, participants were shown images of smartphones from brands like iPhone, Nokia, and Xiaomi, followed by hypothetical prices. Participants then had to decide if the subsequent labels of ‘expensive’ or ‘cheap’ accurately described these prices while their brain activity was monitored using EEG and MEG techniques.

Significant findings emerged when prices substantially differed from the market norm, triggering a strong N400 signal in the brain, an impulse usually elicited by unexpected information. The study noted that exorbitantly high prices caused a more intense N400 signal than unusually low prices, suggesting a scepticism towards unrealistic discounts. Moreover, the brand of the product influenced the brain’s response; for instance, a broader range of prices triggered the N400 signal for Xiaomi, indicating a less definitive public understanding of its market value.

Andrew Kislov, a doctoral student at HSE’s Faculty of Social Sciences and co-author of the study, reflected on his curiosity during his undergraduate days about whether it was possible to deduce acceptable pricing through brain activity. The research confirmed this possibility, highlighting the ethical considerations of such invasive methods, even though they pose no real threat to consumer privacy. Kislov’s insights suggest a cautious approach to how much researchers should intrude into an individual’s subjective perceptions.

Vasily Klucharev, the head of the International Laboratory of Social Neurobiology and chief researcher, emphasized that the brain’s immediate response to non-optimal prices links directly to regions involved in reward assessment and decision-making. This rapid, automatic response precedes conscious evaluation, suggesting that our brains are pre-wired to assess economic value long before we make a deliberate choice. This insight is crucial for understanding the foundational cognitive processes influencing purchasing decisions.

The implications of this study are significant for marketers, as noted by Anna Shestakova, Director of the HSE Institute for Cognitive Neuroscience and another chief researcher. Traditional consumer surveys often fail to capture the complexity of price perception as they can reflect conditioned responses rather than genuine opinions. By collaborating with Neurotrend, the researchers were able to delve deeper into the neurocognitive aspects of price evaluation, offering a more objective and nuanced understanding of consumer behaviour. This approach could transform how companies predict consumer reactions to new products, providing a strategic edge in the highly competitive market landscape.

More information: Aleksei Gorin et al, Neural correlates of the non-optimal price: an MEG/EEG study, Frontiers in Human Neuroscience. DOI: 10.3389/fnhum.2025.1470662

Journal information: Frontiers in Human Neuroscience Provided by National Research University Higher School of Economics