The Neuroscience of Pricing

The part of the brain that lit up when we saw pricing. And a stark reminder as well that the brain did not evolve to buy stuff. It evolved to survive. When we share food, pain centers activate. To give away a resource, you're going to reduce your chances of survival. So it's seeing money as a resource that you are giving away. The thing we have huge amounts of control over as marketers is reward activation.