Are we willing to pay more when we are sleep deprived? It appears we might be willing to pay more for food when we’re tired compared to when we’re well-rested.
Great news for the owner of your local 24-hour diner, but maybe not great news for our wallets or waistlines. A new research study in Germany looked at how much people would be willing to pay for 24 food items based on whether they were tired or not.
While rating pictures of the food items, the 29 male subjects were given an MRI. Interestingly, the reward-center of the brain was more active when the subjects were tired and saw the food, which could explain their willingness to pay more when sleep deprived.
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