How the Brain Responds to Prices: Scientists Discover Neural Marker for Price Perception
Russian scientists have discovered how the brain makes purchasing decisions. Using electroencephalography (EEG) and magnetoencephalography (MEG), researchers found that the brain responds almost instantly when a product's price deviates from expectations. This response engages brain regions involved in evaluating rewards and learning from past decisions. Thus, perceiving a product's value is not merely a conscious choice but also a function of automatic cognitive mechanisms. The results have been published in Frontiers in Human Neuroscience.
'Science Is Fluid and Evolving Quickly. You Have to Stay on Top of It'
Vladimir Dimidov specialises in positive psychology and investigates the issue of time perspective. In this interview with the HSE Young Scientists project, he discusses the importance of thinking about the future, strategies for preventing burnout, and the best places to visit on Lake Baikal.
‘In the Next 20 Years, We Will Stop Aging’
The 25th Yasin (April) International Academic Conference on Economic and Social Development brought together leading Russian and Western scientists. Among the guests was Jose Luis Cordeiro, PhD, international fellow of the World Academy of Art and Science, Chair of the Millennium Project's Venezuela node, former professor at MIPT and HSE University, and author of The Death of Death.
Application deadline: May 20