some technicals citation from the article:

"Researchers discovered that when the product first flashed on the screen it activated the nucleus accumbens, a section near the middle of the brain that has been implicated in the brain's reward center, effectively appraising the item. When the price appeared, the scientists noticed activity in the mesial prefrontal cortex, a region of the brain known for higher executive functions. Its activity seemed to vary according to the difference between what someone would pay for an item and its actual cost, as if in error adjustment. Finally, the response of the insula (a lateral section of the brain's cortex known to activate during responses to negative stimuli) depended on the purchasing decision--activity there increased when a participant nixed a purchase."

what is interesting here is our human crave to understand more and more...