Neuroimaging tools such as fMRI show that unfair offers in the Ultimatum Game activate brain areas associated with both emotion and cognition, and the activation levels of these areas can predict whether a player will accept or reject the offer.

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• Person: Not available Organization: Neuroscience of
  The Role of Impulse in Consumer Psychology - Neuroscience Of

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• The Role of Impulse in Consumer Psychology - Neuroscience Of www.neuroscienceof.com Neuroscience of via serper

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• Ultimatum Game concept