They buy a lower-priced version of a product to save money.

VOA: special.2009.02.03

Now, instead of being the cost of traveling that distance to go and buy the product, what's it going to be?

不是走一定距离,去买产品的成本,它是什么呢

耶鲁公开课 - 博弈论课程节选

So the issue is going to be which firm does each consumer go and buy their product from.

所以问题变成了每个消费者,去哪家公司买东西

耶鲁公开课 - 博弈论课程节选

These plots are extracted from these two regions and represent trials in which you're about to buy a product or you are about not to buy a product.

这些图是两个区域的切片,分别代表着受试者是否会,购买商品的不同试验。

斯坦福公开课 - 7个颠覆你思想的演讲课程节选

Each consumer is going to buy one product, either from Firm 1 or from Firm 2.

每个消费者会买一个产品,从公司1买或者从公司2买

耶鲁公开课 - 博弈论课程节选

We say two of these trials will come for real, so if you buy the products, you pay us, we will ship the product to you, otherwise you keep the money.

我们告知受试者试验中有两种商品是真实的，所以如果受试者想要购买的话，就可以付钱给我们，我们把商品寄送过去，否则钱就是受试者的。

斯坦福公开课 - 7个颠覆你思想的演讲课程节选

What you see in the insula conversely is when people see a price that they think is excessive You see an increase in that activation and that predicts they are not going to buy the product.

而相反，岛叶部分活动代表,受试者认为价格偏高,这种活动的增多意味着受试者不会做出购买选择。

斯坦福公开课 - 7个颠覆你思想的演讲课程节选

In this experiment, if you are in my magnet, you might see this first, a product, and then see it's in an associated price, and then be given the opportunity to either buy that product at that price or not.

在这个试验中，如果你是我的试验对象，你会首先看到这个，一种商品，然后会看到相关的价格，然后做出选择,决定是否要购买图像上的商品。

斯坦福公开课 - 7个颠覆你思想的演讲课程节选