Jove
Visualize
Contact Us
JoVE
x logofacebook logolinkedin logoyoutube logo
ABOUT JoVE
OverviewLeadershipBlogJoVE Help Center
AUTHORS
Publishing ProcessEditorial BoardScope & PoliciesPeer ReviewFAQSubmit
LIBRARIANS
TestimonialsSubscriptionsAccessResourcesLibrary Advisory BoardFAQ
RESEARCH
JoVE JournalMethods CollectionsJoVE Encyclopedia of ExperimentsArchive
EDUCATION
JoVE CoreJoVE BusinessJoVE Science EducationJoVE Lab ManualFaculty Resource CenterFaculty Site
Terms & Conditions of Use
Privacy Policy
Policies

Related Concept Videos

Brain Imaging01:14

Brain Imaging

199
Brain imaging technologies provide critical insights into both the structure and function of the human brain, enabling medical professionals and researchers to diagnose, study, and treat neurological disorders or psychiatric disorders more effectively.
These technologies include computerized axial tomography (CAT or CT scans), positron-emission tomography (PET scans),  magnetic resonance imaging (MRI),  functional magnetic resonance imaging (fMRI), and Transcranial Magnetic...
199

You might also read

Related Articles

Articles linked to this work by shared authors, journal, and citation graph.

Sort by
Same author

Disrupted Salience Network and Its Deteriorated Interaction With the Central Executive Network in Anorexia Nervosa: A Multicenter Study.

Biological psychiatry global open science·2026
Same author

Neural responses to virtual avatars are shaped by user preference and personality traits.

Scientific reports·2026
Same author

Gender differences in interpersonal emotion regulation: A hyperscanning study of neural and behavioral synchrony.

NeuroImage·2025
Same author

Three value-based factors predict perceived difficulty in moral decision-making.

Scientific reports·2025
Same author

The neural correlates of nominal classification rule learning and their individual differences.

Brain and language·2025
Same author

A multicenter cross-sectional study to elucidate altered resting-state functional connectivity of the insular cortex in anorexia nervosa, segmented by functional localization.

Scientific reports·2025
Same journal

Effects of transcranial electric stimulation on attentional functions in healthy adults: A meta-analysis.

Biological psychology·2026
Same journal

Afterword to the Biological Psychology Special Issue:Contributions of the Vagus to Psychological Functioning and Health:Reflections upon genuine relations between vagus-nerve functioning and psychological processes.

Biological psychology·2026
Same journal

Characterizing Individual Differences in SCR Responsivity: A Hybrid Mixture and Single-Trial Modeling Framework.

Biological psychology·2026
Same journal

Your Heart Beats Next To Mine: Daily Physiological Synchrony Among Black And White ADRD Caregiver-Care Recipient Dyads.

Biological psychology·2026
Same journal

Stimulus arousal level and savoring: An electrocortical investigation.

Biological psychology·2026
Same journal

Neural response to reward and pathological personality dimensions.

Biological psychology·2026
See all related articles

Related Experiment Video

Updated: May 20, 2025

Translational Brain Mapping at the University of Rochester Medical Center: Preserving the Mind Through Personalized Brain Mapping
13:12

Translational Brain Mapping at the University of Rochester Medical Center: Preserving the Mind Through Personalized Brain Mapping

Published on: August 12, 2019

44.8K

The leftmost digit change induces a decrease in brain activity related to visuospatial processing: An fMRI study of

Shoki Ogata1, Motoaki Sugiura2

  • 1Graduate School of Medicine, Tohoku University, 2-1 Seiryo-cho, Aoba-ku, Sendai, Miyagi 980-8575, Japan; Japan Society for the Promotion of Science, 5-3-1 Kojimachi, Chiyoda-ku, Tokyo 102-0083, Japan; Institute of Development, Aging and Cancer, Tohoku University, 4-1 Seiryo-cho, Aoba-ku, Sendai, Miyagi 980-8575, Japan.

Biological Psychology
|April 14, 2025
PubMed
Summary
This summary is machine-generated.

Slight price drops trigger irrational perceptions of cheapness due to the left-digit effect. Brain imaging reveals this effect is linked to reduced visuospatial attention and potential unconscious purchasing.

Keywords:
Functional magnetic resonance imagingImage effectIrrationalityLeft-digit effectPrice endingPrice perception

More Related Videos

Central and Divided Visual Field Presentation of Emotional Images to Measure Hemispheric Differences in Motivated Attention
05:36

Central and Divided Visual Field Presentation of Emotional Images to Measure Hemispheric Differences in Motivated Attention

Published on: November 16, 2017

7.5K
Virtual Reality Tools for Assessing Unilateral Spatial Neglect: A Novel Opportunity for Data Collection
07:04

Virtual Reality Tools for Assessing Unilateral Spatial Neglect: A Novel Opportunity for Data Collection

Published on: March 10, 2021

3.9K

Related Experiment Videos

Last Updated: May 20, 2025

Translational Brain Mapping at the University of Rochester Medical Center: Preserving the Mind Through Personalized Brain Mapping
13:12

Translational Brain Mapping at the University of Rochester Medical Center: Preserving the Mind Through Personalized Brain Mapping

Published on: August 12, 2019

44.8K
Central and Divided Visual Field Presentation of Emotional Images to Measure Hemispheric Differences in Motivated Attention
05:36

Central and Divided Visual Field Presentation of Emotional Images to Measure Hemispheric Differences in Motivated Attention

Published on: November 16, 2017

7.5K
Virtual Reality Tools for Assessing Unilateral Spatial Neglect: A Novel Opportunity for Data Collection
07:04

Virtual Reality Tools for Assessing Unilateral Spatial Neglect: A Novel Opportunity for Data Collection

Published on: March 10, 2021

3.9K

Area of Science:

  • Neuroscience
  • Consumer Psychology
  • Marketing Science

Background:

  • Consumers often perceive prices with specific endings as cheaper, a phenomenon attributed to the left-digit effect and image effect.
  • The left-digit effect occurs when a small price reduction alters the leading digit, while the image effect relates to symbolic price endings.
  • Understanding the neural underpinnings of these pricing perceptions is crucial for marketing strategies.

Purpose of the Study:

  • To investigate the neural basis of the left-digit effect and image effect on perceived cheapness using functional magnetic resonance imaging (fMRI).
  • To identify brain regions associated with the irrational perception of prices ending in specific digits.

Main Methods:

  • Utilized fMRI to observe brain activity in participants rating product prices in Japanese Yen (197, 198, 201, 202, 206).
  • Analyzed brain region deactivation and functional connectivity to identify neural correlates of price perception.
  • Specifically examined the influence of the left-digit effect and the hypothesized image effect.

Main Results:

  • The left-digit effect was associated with deactivation in visuospatial processing areas, including the left lingual gyrus, posterior middle temporal gyrus, and precuneus.
  • Deactivation in the right dorsal posterior precuneus showed a negative correlation with the irrational perception of cheapness.
  • No neural evidence was found to support the hypothesized image effect in this study.
  • Negative functional connectivity was observed between the right dorsal posterior precuneus and dorsal striatal regions.

Conclusions:

  • Reduced activity in visuospatial processing regions suggests that changes in the leftmost digit of a price capture attention, leading to underestimation of the total cost.
  • This diminished attention may subsequently activate the dorsal striatum, potentially driving unconscious purchasing behavior.
  • The findings highlight the neurological impact of subtle price changes on consumer decision-making, particularly the left-digit effect.