“Note de synthèse” on: Marketing actions can modulate neural representations of experienced pleasantness (Plassmann et al., 2008)

In the research entitled “Marketing actions can modulate neural representations of experienced pleasantness”, Plassmann, O’Doherty, Shiv and Rangel started indicating that there is a limited knowledge regarding the neural mechanisms by which marketing actions have an effect on people. Then, they proposed to study with fMRI the case of the variation of prices –a kind of marketing action–, which could affect experienced pleasantness and its neural representations. They chose the evaluate the particular case of wine tasting, looking for evidence that will support the idea that higher prices of a wine, increases the subjective report of the pleasantness for individuals.

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