PMID- 31572142
OWN - NLM
STAT- PubMed-not-MEDLINE
LR  - 20231104
IS  - 1662-5153 (Print)
IS  - 1662-5153 (Electronic)
IS  - 1662-5153 (Linking)
VI  - 13
DP  - 2019
TI  - Modulating the Activity of MPFC With tDCS Alters Endowment Effect.
PG  - 211
LID - 10.3389/fnbeh.2019.00211 [doi]
LID - 211
AB  - Endowment effect - the observation that people appear to attach more value to 
      possessions than non-possessions - has been replicated in numerous experimental 
      studies. Previous neuroimaging studies revealed that the medial prefrontal cortex 
      (MPFC) plays a role in the endowment effect. To assess the possibility of a 
      direct causal relationship between the activity of MPFC and the endowment effect, 
      we used transcranial direct current stimulation (tDCS) to transiently alter the 
      neural activity in MPFC. Subsequently, in three stimulation treatments, we 
      assessed the presence of the endowment effect, which was demonstrated by a 
      disparity between willingness to accept (WTA) and willingness to pay (WTP). The 
      results indicated that the participants demonstrated the endowment effect for a 
      mug in the anodal and sham treatments, whereas no endowment effect was observed 
      in the cathodal treatment. Similarly, endowment effect was observed for the other 
      item (notebook) in the anodal treatment, whereas no endowment effect was observed 
      in the sham and cathodal treatments. In addition, the participants tended to sell 
      higher and buy lower after receiving anodal tDCS over MPFC and buy higher after 
      receiving cathodal tDCS over MPFC. As a result, the present study demonstrated a 
      direct causal relationship between the activity of MPFC and the endowment effect.
CI  - Copyright (c) 2019 Guo, Shi, Lu, Ye and Luo.
FAU - Guo, Wenmin
AU  - Guo W
AD  - School of Economics, Zhejiang University, Hangzhou, China.
AD  - Interdisciplinary Center for Social Sciences, Zhejiang University, Hangzhou, 
      China.
FAU - Shi, Jinchuan
AU  - Shi J
AD  - Academy of Financial Research, Zhejiang University, Hangzhou, China.
FAU - Lu, Xinbo
AU  - Lu X
AD  - Center for Economic Behavior and Decision-Making, Zhejiang University of Finance 
      and Economics, Hangzhou, China.
AD  - School of Economics, Zhejiang University of Finance and Economics, Hangzhou, 
      China.
FAU - Ye, Hang
AU  - Ye H
AD  - Interdisciplinary Center for Social Sciences, Zhejiang University, Hangzhou, 
      China.
AD  - Center for Economic Behavior and Decision-Making, Zhejiang University of Finance 
      and Economics, Hangzhou, China.
AD  - School of Economics, Zhejiang University of Finance and Economics, Hangzhou, 
      China.
FAU - Luo, Jun
AU  - Luo J
AD  - Center for Economic Behavior and Decision-Making, Zhejiang University of Finance 
      and Economics, Hangzhou, China.
AD  - School of Economics, Zhejiang University of Finance and Economics, Hangzhou, 
      China.
LA  - eng
PT  - Journal Article
DEP - 20190912
PL  - Switzerland
TA  - Front Behav Neurosci
JT  - Frontiers in behavioral neuroscience
JID - 101477952
PMC - PMC6751267
OTO - NOTNLM
OT  - endowment effect
OT  - objective value
OT  - subjective value
OT  - the medial prefrontal cortex
OT  - transcranial direct current stimulation
EDAT- 2019/10/02 06:00
MHDA- 2019/10/02 06:01
PMCR- 2019/01/01
CRDT- 2019/10/02 06:00
PHST- 2019/05/10 00:00 [received]
PHST- 2019/08/29 00:00 [accepted]
PHST- 2019/10/02 06:00 [entrez]
PHST- 2019/10/02 06:00 [pubmed]
PHST- 2019/10/02 06:01 [medline]
PHST- 2019/01/01 00:00 [pmc-release]
AID - 10.3389/fnbeh.2019.00211 [doi]
PST - epublish
SO  - Front Behav Neurosci. 2019 Sep 12;13:211. doi: 10.3389/fnbeh.2019.00211. 
      eCollection 2019.