Figure 4.

Interactions between time and gamma on relationship to WTP. Relationship between prefrontal gamma laterality (PAI_γ) and time demonstrates that the laterality effect is strongest at the end of product viewing time, and smallest during the first period of product viewing. The plot shows the interrelationship between time from stimulus onset, PAI_γ, and logWTP, and how the relationship between PAI_γ and logWTP changes with time. In particular, note that at the time of stimulus onset (time is low) the PAI_γ is only weakly positively related to logWTP, while at higher time score (stimulus has been displayed for longer time, and the participant is closer to making a choice) the relationship between PAI_γ and logWTP is dramatically more positive. Dots denote actual data points, where black dots represent single data points, and gray dots represent multiple converging data points.