Buying decisions are malleable (Schwartz, 2004). Rather than holding well defined preferences, consumers often construct preferences spontaneously using whatever information is available to them (Bettman, Luce, & Payne 1998). Recent interest in neuroeconomic methods to study buying behavior underscores attempts to understand the processes by which consumers make these decisions. For example, using functional magnetic resonance imaging (fMRI), Knutson, Rick, Wimmer, Prelec, and Lowenstein (2007) showed that excessive prices were linked to increased insular activity and decreased activity in medial prefrontal regions. These findings confirm the interrelationship between affect factors and unfair prices that has been proposed elsewhere (Xia, Monroe, & Cox, 2004), and are largely consistent with Bechara and Damasio’s (2005) somatic marking notion that our brains map anticipated outcomes of purchases from interoceptive emotional signals prior to decision making, which then guide choice.