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Human economic and purchasing behavior has been studied primarily with brain imaging techniques such as functional magnetic resonance imaging (fMRI). One common topic in this domain of investigation is the willingness to pay (WTP). An essential component of every marketplace transaction is a WTP calculation in which buyers calculate the maximum amount of money they are willing to pay in exchange for the object being sold. WTP decisions are related to activation in the (medial) orbitofrontal cortex (OFC) (Wallis & Miller, 2003; Padoa-Schioppa & Assad, 2006; Erk, Spitze, Wunderlich, Galley, & Walter, 2002; Rolls, 1996; Plassmann, O’Doherty, Rangel, 2007; Schoenbaum, Chiba, & Gallagher, 1998; Tremblay & Schultz, 1999; Roesch & Olson, 2004). Medial OFC activation is related to choice or preference in the absence of explicit attention to the products presented, suggesting that the WTP calculation occurs implicitly. These studies have been performed under both wellcontrolled experimental settings and artificial environments because of the restrictions involved in using fMRI techniques. Although fMRI offers advantages related to the spatial resolution of cognitive and deep-brain activities, it requires a high degree of patient restraint during measurements made in pediatric research settings.

The Use of Near-Infrared Spectroscopy to Detect Differences in Brain Activation According to Different Experiences with Cosmetics