Brain researchers have been able to demonstrate the sequence of brain activity that precedes a decision to buy (or not buy)a product.

Question

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Brain researchers have been using neuroimaging techniques such as fMRI to study the neural correlates of decision-making related to consumer behavior. They have found that certain areas of the brain, such as the prefrontal cortex and the ventral striatum, exhibit activity that precedes a decision to purchase a product or service.

Brain Researchers Have Been Able to Demonstrate the Sequence of Brain