How to Predict the Probability of a Purchase

There's two parts to this. There's the reward and then there's the pain. And the reward is what we can control, but the pain we cannot. Is it true that we can help minimize the pain or is that that is true? Okay. So just so I can wrap my brain around this, this study was done. How are they able to predict the likelihood that someone actually would make a purchase? It's beyond the control of that experiment. But basically, the way that they would be able to project is they would see higher reward activation and lower pain activation. That person, yes, high likelihood of purchase.