價格與產量競爭之差異在理論與行為上已有諸多探討，但是對於決策者背後心智過程卻鮮少著墨，也是本研究欲透過腦造影實驗探索之標的。隨著競爭對手策略增加時，我們發現參與者在價格與產量競爭下之決策分別與其呈正、負相關，與理論上之反應函數相符。其中，參與者在價格競爭下相對較能夠根據對手策略差異做出應有的調整，以致有相對較佳表現；而在產量競爭時，表現優劣則與參與者是否能藉由過去決策的回饋訊息來調整呈顯著正相關。腦影像結果顯示價格競爭決策傾向直接就當下資訊判斷，其腦島及背側前扣帶回皮質相對活化；產量競爭決策則偏重額外思考，後扣帶回皮質、中前額葉和角腦回較為活化。隨著對手策略增加時，背外側前額葉皮質於價格競爭顯著活化，而產量競爭則呈壓抑之現象，其呼應行為正向及負向的決策反應。然而當作業難度差不多的情況下，價格競爭相較於產量競爭於背外側前額葉皮質有較高之活化程度，凸顯其腦區在策略互動之重要性。

Theoretically, the firms' reaction functions are positively and negatively dependent on the opponent’s strategy respectively during price competition and quantity competition. Thus, the current fMRI experiment aims to investigate the difference in mental processes during these strategic interactions. Behaviorally participants' strategic dependencies are consistent with theoretical predictions despite a better performance in price than in quantity competition. Moreover, they are more capable of making necessary adjustments in strategy during price competition while more reliant on learning from past feedback in quantity competition. The insula, the dorsal anterior cingulate cortex, and the caudate were more active in price competition than in quantity competition, hinting a more intuitive decision process while the posterior cingulate cortex, the medial frontal cortex, and the angular gyrus showed the opposite pattern. Besides, the activations in the dorsolateral prefrontal cortex showed positive/negative correlation with the opponent’s strategy in price/quantity competition. In conclusion, the price competition and the quantity competition provided different decision behavior and mental processes.

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