18) activity increases when a person considers losing something of value. 18) A)

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18) activity increases when a person considers losing something of value. 18) A) Insula B) NAcc D) Dopamine C) Glucose 19) Money spent on one product cannot be used on another product, so he boa brain reacts in a negative 19) This is A) diminishing returms. C) opportunity cost. B) voluntary exchange D) marginal utility. 20) The higher the price of a product, the 20) A) weaker the gut feeling about purchasing the product B) larger the benefit received from the product C) lower the dopamine reaction in the brain. D) stronger the insula activity in the brain. 21) The dopamine learming system generates gut feelings that are useful in assessing the benefits and 21) costs of actions. The expression of these gut feelings occur A) after careful thought. B) after conscious weight is given to the perceived benefit and cost of the product C) instantaneously D) after marginal thought. 22) _ 22) The prefrontal cortex (PFC) is the key region of the brain for A) benefit valuation C) cost valuation. B) decision making. D) all of the above 23) The key region of the brain for principal decision-making is the: A) insular cortex. C) Nucleus Accumbens (NAcc). B) prefrontal cortex (PFC) D) amygdala. 24) Cognitively active consumers tend to exercise self control and have relatively- -24) dorsal-lateral prefrontal cortexes. A) more; active B) more; inactive C) less; inactive D) less; active 25) The brain operates effectively only when it has a plentiful supply of 25) , A) carbon monoxide. C) glucose B) insulin. D) dopamine 26) A person with a low level of glucose is more likely to 26) A) avoid gut feelings B) make a cognitive decision. C) make an impulsive decision. D) base decisions on both gut feelings and cognition. 27) In making consumer decisions that involve many options, each decision engages the cognitive27) brain fuel. Eventually, the consumer is more likely to make process and decisions. A) consumes; impulsive C) generates; thoughtful B) consumes; thoughtful D) generates impulsive

Explanation / Answer

18) D. Dopamine

19) C. Opportunity Cost

20) D. Stronger the insula activity in the brain

21) C. Instantaneously

22) B. Decision Making

23) B. Prefrontal Cortex

24)

25) C. Glucose

26)

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