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Related Experiment Video

Updated: May 10, 2026

High-definition Transcranial Direct Current Stimulation over Right Dorsolateral Prefrontal Cortex to Enhance Metacognitive Sensitivity
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Transcranial direct current stimulation changes human endowment effect.

Mikhail Votinov1, Toshihiko Aso, Satoko Koganemaru

  • 1Human Brain Research Center, Kyoto University Graduate School of Medicine, Kyoto 606-8507, Japan. mikhail.votinov@univie.ac.at

Neuroscience Research
|June 12, 2013
PubMed
Summary
This summary is machine-generated.

This study found that stimulating the right inferior frontal gyrus (IFG) influences the endowment effect. Anodal stimulation of the right IFG increased the willingness to accept/willingness to pay ratio, suggesting its role in this economic bias.

Keywords:
Brain stimulationEndowment effectRight inferior frontal gyrusTranscranial direct-current stimulation

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Last Updated: May 10, 2026

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Published on: July 14, 2013

Area of Science:

  • Neuroscience
  • Cognitive Psychology
  • Behavioral Economics

Background:

  • The endowment effect, a cognitive bias where individuals value owned items more than unowned ones, is well-documented.
  • The neural underpinnings of the endowment effect, particularly the role of specific brain regions, remain incompletely understood.

Purpose of the Study:

  • To investigate the causal role of the right inferior frontal gyrus (IFG) in generating the endowment effect.
  • To examine how modulating right IFG activity using transcranial direct current stimulation (tDCS) affects the willingness to accept/willingness to pay (WTA/WTP) discrepancy.

Main Methods:

  • Twelve healthy participants received anodal, cathodal, and sham tDCS over the right IFG on separate days.
  • Subjects performed a pricing task, evaluating items under WTA and WTP conditions during each tDCS session.
  • Reaction times were recorded to assess cognitive processing during the task.

Main Results:

  • The WTA/WTP ratio was significantly higher following anodal tDCS compared to cathodal tDCS.
  • Reaction times were significantly longer during cathodal tDCS compared to anodal or sham tDCS.
  • These findings indicate that right IFG activity modulates the magnitude of the endowment effect.

Conclusions:

  • The right IFG plays a functional role in the endowment effect.
  • Modulation of right IFG activity via tDCS can alter economic decision-making biases.
  • This research provides novel insights into the neural mechanisms underlying ownership and valuation.