Pricing research has traditionally analyzed e.g. consumers judgments of price fairness in terms of consumers' relationship to retailers. This investigation is one of the first that explores the biological correlates of raised insulin levels on buying decision behavior in a price fairness task in order to provide new findings for marketing researchers. The analysis of our data revealed that the perceived price fairness and willingness to pay changed after glucose manipulation. The estimated effects could confirm our assumption that glucose stimulates the monoamine serotonin which finally results in neural activation and in different consumer behavior.
