In addition, prior researches have generally adopted behavioral approaches to explore the price framing effect. Given the significant role of internal processes in driving cognitive bias, it is critical to gain insight into the associated underlying neural mechanisms, particularly how the price framing on bundles affects information processing in our brain and subsequent purchase decision-making. The application of neuroscientific approaches to marketing (i.e., neuromarketing) is promising in elucidating consumers' underlying thoughts, feelings, and intentions (Gajewski et al., 2016; Schaefer et al., 2016; Goodman et al., 2017; Hsu, 2017). Gajewski et al. (2016), for instance, investigated the electrophysiological brain activity during simulated purchase decisions of technical products offered at different price levels and observed enhanced conflict processing for counter-conformity decisions (buy an expensive product or not to buy a cheap one) vs. conformity decisions (buy a cheap product or not to buy an expensive one), which was reflected by longer reaction times, an increased N2 and a reduced P3. Besides, a few researchers have recently attempted to uncover the neurocognitive processes of attribute framing effect. Take Jin et al. (2017) as an example, they presented participants with two attribute frames regarding the contents of woolen products (i.e., positive frame was described as fabric contents in the products and negative frame described as artificial fabric contents in the products), and demonstrated that compared with negative frames, positive frames attracted less attention at the early stage (smaller P2 amplitude), evoked less cognitive conflict (smaller P2-N2 complex) and led to higher evaluation (larger LPP amplitude).