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"The insula, on the other hand, was most active when prices were higher than normal, suggesting that the function of this brain area when shopping is to keep us from getting ripped off. If we're used to see the George Foreman Grill priced at $49.95, the insula generates a stab of aversive emotion when we see it listed for $59.95. That unpleasant feeling is what keeps us from placing the overpriced object in our shopping cart." This is why I balked at paying $20 over MSRP for an accessory at my local bike shop, even though I'd have been happier just owning it already