After more than 50 thousand purchasing decisions …

We analyzed the brain and body reactions of more than 50 participants while they were doing their monthly refill buy in the grocery shop. Some interesting facts are the number of decisions -purchase or not to purchase-. In an average of 43 minutes of time in the supermarketing the participants did an average of 1000 decisions.

As in the study that We conducted in 2003, We asked to a group of 30 participants to take purchasing decisions in front of an artificial grocery shelf. The data collected with the EEG showed an increase of brain slow activity, tipically of the unconscious brain, in many cases this activity is an antagonist of cognitive processes such as rational thought. Take your own conclusions…

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