Cost Conscious? The Neural and Behavioral Impact of Price Primacy on Decision Making

Vol. LII (August 2015), 467–481 467 © 2015, American Marketing Association ISSN: 0022-2437 (print), 1547-7193 (electronic) *Uma R. Karmarkar is Assistant Professor in Marketing, Harvard Business School, Harvard University (e-mail: [email protected]). Baba Shiv is the Sanwa Bank, Limited, Professor of Marketing, Graduate School of Business, Stanford University (e-mail: [email protected]). Brian Knutson is Associate Professor of Psychology and Neuroscience, Stanford University (e-mail: [email protected]). This research was funded in part by National Science Foundation Grant 0748915 to the third author. The authors thank Daniel Yoo and Andrew Trujillo for their assistance with data collection. UMA R. KARMARKAR, BABA SHIV, and BRIAN KNUTSON*