| Literature DB >> 31780885 |
Maria Gabriella Ceravolo1,2, Mara Fabri1, Lucrezia Fattobene1,3,4, Gabriele Polonara5, GianMario Raggetti2.
Abstract
Information technology innovations have pushed toward the digitalization of payments. We carried out an exploratory study to understand if and how brain activity can be modulated by the method of payment (cash, card, and smartphone) or the amount of paid money (10€, 50€, 150€), or both. Sixteen healthy, right-handed, volunteers (eight females) underwent a fMRI session, during which 3 runs were presented with block-designed protocol. Each 5-min run was composed of a standard sequence of 12 videoclips, each lasting 12 s and alternated with 12s-rest periods, displaying a human hand paying, each time, through a different method. When contrasting the BOLD signal change by payment method, a greater activation of the parietal cortex (BA40) and right insula (INS) was observed during the exposure of subjects to videoclips showing payments with cash than with either card or smartphone, with any amount of money. A significant greater activation of the right BA40 was observed with 150€ than 50€ and 10€, as well as of the right INS and posterior cingulate cortex (PCC) with 150€ than with 10€, only in the cash condition. This pilot study indicates that cash enhances the salience and negative affective valence of parting with money, as suggested by the greater activity of areas processing the perceived utility of motor behavior (e.g., the parietal cortex), and the individual emotional involvement (e.g., INS). By highlighting that cash payment could represent a stronger self-regulating tool, these findings could be relevant for those interested in regulating compulsive shopping or digital gambling.Entities:
Keywords: consumer behavior; fMRI; financial services; neuroeconomics; payment methods
Year: 2019 PMID: 31780885 PMCID: PMC6856651 DOI: 10.3389/fnins.2019.01188
Source DB: PubMed Journal: Front Neurosci ISSN: 1662-453X Impact factor: 4.677
FIGURE 1Time course of BOLD signal changes in the parietal area, during the presentation of one Cash-Rest-Card-Rest-Smartphone stimulus sequence in a time window of 60 s. On the X-axis, the different digits refer to the number of acquired volumes (1 volume = 3 s). The BOLD signal change is plotted starting from two volumes (i.e., 6 s) before the first stimulation period up to 20 volumes (60 s) after. Since during functional run processing the first 2 volumes are skipped (see section “Materials and Methods”), video onset is actually at –2 volumes (i.e., 6 s before 0). Each colored curved line represents the average BOLD signal change detected, in the whole sample, during the visualization of Cash (green), Card (blue), and Smartphone (red) payment of 150 Euro. Each colored vertical line indicates the onset of footage displaying the relative payment method.
Talairach coordinates, percent of signal increase and activated voxels in the cortical activated areas as obtained from multisubjects analysis.
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| 34 | −37 | 34 | 0.36 | 798 | 33 | −35 | 34 | 0.36 | 112 | 37 | −45 | 34 | 0.23 | 508 | ||
| 49 | −29 | 21 | 0.21 | 86 | 41 | 13 | 1 | 0.27 | 106 | 44 | 5 | 14 | 0.28 | 178 | ||
| 34 | −39 | 35 | 0.38 | 705 | 34 | −33 | 35 | 0.21 | 426 | 33 | −35 | 34 | 0.30 | 592 | ||
| 45 | −24 | 23 | 0.55 | 203 | 42 | −25 | 17 | 0.13 | 423 | 38 | 5 | −2 | 0.30 | 236 | ||
| 40 | −35 | 35 | 0.32 | 183 | ||||||||||||
| 49 | −25 | 17 | 0.16 | 438 | ||||||||||||
| −3 | −52 | 11 | 0.44 | 591 | ||||||||||||
| 34 | −38 | 36 | 0.40 | 136 | ||||||||||||
| 50 | −23 | 20 | 0.30 | 462 | ||||||||||||
| −2 | −47 | 12 | 0.45 | 346 | ||||||||||||
FIGURE 2Main effects of contrasting methods of payment and payment amounts. (A) 150€ vs. 10€ in the Cash condition. (B) 150€ vs 50€ in the Cash condition. (C) Cash vs Smartphone contrast in the 10€ condition. The Talairach coordinates refer to the activated foci pointed by arrows. Ant.: anterior; R: right. (D) Cortical activation in the right parietal cortex in Cash vs Card (left) and the Cash vs Smartphone (right) contrasts in the three conditions (10€: yellow; 50€: green; 150€: red).