Inside the consumer mind: brain scans reveal choice mechanism

That gorgeous sweater has your name written on it. But, those red suede pumps are calling your name too. What goes through your mind as you consider these choices? During normal economic times, you might indulge in a whole new wardrobe. But now, with considerably tighter budgets, consumers don't have the luxury of saying "It's the holidays -- I'll just buy both!" What happens in buyers' brains as they consider difficult choices? What can retailers do to make the choice process easier for consumers?

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