Abstract
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.
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