Consumers' neural and behavioral responses to food technologies and price

Amanda S. Bruce, Jayson L. Lusk, John M. Crespi, J. Bradley C. Cherry, Jared M. Bruce, Brandon R. McFadden, Cary R. Savage, William M. Brooks, Laura E. Martin

Research output: Contribution to journalArticlepeer-review

7 Scopus citations


Although the advent of new food technologies has afforded the agricultural industry more expedient means of producing foods, the use of many of these technologies has stirred controversy among consumers. When deciding whether to purchase a food, consumers must now consider how they feel about the technology used to produce it. Despite this trend, our understanding of consumers' neural and behavioral responses to food technologies and price remains limited. In the present study, functional magnetic resonance imaging (fMRI) was used to examine a large sample of adult consumers' (n = 50) neural responses to food attributes, specifically a food's price and the technology used to produce it. Results suggest the more attributes presented to consumers, the greater the neural activation in dorsolateral prefrontal cortex, a brain region associated with working memory and uncertainty. Further, neural activation in regions of dorsolateral prefrontal cortex is significantly associated with a personality measure of openness and a fear of new food technologies.

Original languageEnglish (US)
Pages (from-to)164-173
Number of pages10
JournalJournal of Neuroscience, Psychology, and Economics
Issue number3
StatePublished - Sep 2014
Externally publishedYes


  • Consumers
  • Food technology
  • Openness
  • Prefrontal cortex
  • fMRI

ASJC Scopus subject areas

  • Neuropsychology and Physiological Psychology
  • Business, Management and Accounting (miscellaneous)
  • Experimental and Cognitive Psychology
  • Applied Psychology
  • Economics, Econometrics and Finance (miscellaneous)
  • Cognitive Neuroscience
  • Behavioral Neuroscience


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