In contrast to previous research, Knutson, Ricks, Wimmer, Prelec, and Loewenstein (2007) found that changes in brainwave patterns in reaction to a product provided any guidance on what other products a person might like.

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Knutson et al. (2007) found that neural predictors, specifically in the nucleus accumbens, could anticipate purchase decisions, but the study did not directly address or find that brainwave patterns in reaction to a product provided guidance on preferences for other products.

In Contrast to Previous Research, Knutson, Ricks, Wimmer, Prelec, and Loewenstein