ArticleNeuroscience bulletin2026
From Brain to Shopping Cart: Neural Signals of Willingness to Buy Innovative Products.
Article in Neuroscience bulletin, 2026. The graph could read no effect estimate from its abstract, so it casts no vote on the map. Not yet cited in PubMed.
What it found
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The abstract states no effect estimate the extractor could read, or names no intervention and outcome on the map, so this paper lights no cell and moves no belief. It is still indexed, cited and linked below.
The trial behind it
Trials whose registry record cites this paper, or whose number appears in the abstract. A trial that started after this paper was published is citing it as background, not reporting it.
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Authors and funding
6 authors.
Funding
No grant is acknowledged in the PubMed record.
Abstract
Exploring the mechanisms underlying willingness to buy (WTB) will help us identify neural indicators for predicting the performance of innovative products. Using functional magnetic resonance imaging, we asked participants to view products created by combining two components, including high applicability new combinations (HANCs), which provide a novel and practical application; and low applicability new combinations (LANCs), which provide no additional value. First, we found that WTB generally involves activation of the parahippocampal gyrus. For HANC, activation in the pars opercularis of the inferior frontal gyrus (IFG oper) is associated with WTB. Second, representational similarity analysis revealed that for HANC, the interrelation between the elements and combinations in the IFG oper predicts WTB. Third, multivoxel pattern analysis found that classification accuracy in the IFG oper predicts the difference in WTB between HANCs and LANCs. In conclusion, WTB requires default mode network-based associative processing. For HANC products, executive control network-based processes are necessary for value construction.
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Read under generation 80e0d062 · epoch 390. Bibliography from PubMed, PubMed Central and OpenAlex; grants from NIH RePORTER; trial links from ClinicalTrials.gov; estimates, votes and beliefs from the Socratic graph.