Neural Correlates of Math Anxiety of Consumer Choices on Price Promotions

Conference paper
Part of the Advances in Intelligent Systems and Computing book series (AISC, volume 775)


Math anxiety is a problem that faces most people in their everyday life. Past research suggests that math anxiety can lead consumers to make errors in numerical computations. In this study, we utilized brain-based measures for the assessment of math anxiety in relationship to price perceptions. Functional near-infrared spectroscopy (fNIRS) from the prefrontal cortex was measured to determine differences in responses between high and low math anxiety participants. Participants performed two tasks under load and no-load conditions performing math calculations in relation to a price promotion. Preliminary results indicate that there is a performance difference between low and high math anxiety participants in both oxygenated hemoglobin results and behavioral performance. This study outlines a new method for determining how math anxiety affects consumers’ decisions regarding prices.


Anxiety Math anxiety Functional near infrared spectroscopy Problem solving Pricing Promotions 


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© Springer International Publishing AG, part of Springer Nature 2019

Authors and Affiliations

  1. 1.School of Biomedical Engineering, Science and Health SystemsDrexel UniversityPhiladelphiaUSA
  2. 2.LeBow College of BusinessDrexel UniversityPhiladelphiaUSA
  3. 3.Department of Family Medicine and Community HealthUniversity of PennsylvaniaPhiladelphiaUSA
  4. 4.Division of General PediatricsChildren’s Hospital of PhiladelphiaPhiladelphiaUSA

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