Research done at CMU, Stanford, and MIT used brain mapping to study brain activity regarding consumer behavior. They found which of the following?

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Research in neuroscience, particularly in the context of consumer behavior, has shown that the brain's pleasure centers, such as those involved in the anticipation of rewards, can become activated when individuals are shown products they find attractive or desirable. Similarly, the insula, a region of the brain associated with pain and negative emotions, can become activated when individuals are confronted with prices that they perceive as too high or unfair. This reflects a kind of psychological pain associated with the act of spending money or the anticipation of financial loss.

Research Done at CMU, Stanford, and MIT Used Brain Mapping