Human brain representation of free using fMRI and ECoG

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The present study aims to investigate the effect of free things for human preference by using neuroimaging technique. In addition to the brain map of free, we would like to find out the time course of free processing in human brain using the electrocorticogram recorded in intractable epilepsy patients. For example, it has been reported that the high-grade expensive chocolates and cheep chocolates are simultaneously presented with proper prices, people prefer the former one because it will give them more pleasure. However, if the cheap ones are priced as zero, people prefer to select zero-priced chocolates. By using this experimental paradigm (Shampanier, 2007), we confirmed this inversion of preference behaviorally and our fMRI study revealed the extra-activation of medial prefrontal area for zero-priced things.