Only trials that registered responses in <4 s after stimulus onset were included for behavioral analyses. The one-way repeated-measure ANOVA revealed a significant main effect of price frame on purchase rate, F(2, 56) = 7.793, p = 0.007, ηp2 = 0.218. As illustrated in Figure 2A, subsequent pairwise comparison indicated that participants made buy decisions more often in ZP (M = 0.550, S.E. = 0.033) compared to NP (M = 0.440, S.E. = 0.036, p = 0.009). But the contrast between ZP and LP (M = 0.529, S.E. = 0.032, p = 0.241), as well as the contrast between NP and LP (p = 0.065), was not significant.