The house money effect refers to the tendency of people to make riskier decisions when they feel that they are gambling with "house money" or unearned money. This phenomenon is relevant to neuromarketing and neuroweb design as it can affect customer buying behaviour.

In neuroweb design, the house money effect can be used to motivate customers to buy more or make riskier purchasing decisions. For example, an e-commerce company could offer its customers a "house money" voucher or discount after a purchase to motivate them to buy again. Customers may feel that they have to spend the "house money" and be more willing to make riskier purchasing decisions or spend more.

However, it is important that the use of the house money effect in neuroweb design is not abused and that customers are not pressurised into making risky or ill-considered decisions. Designers and marketers should ensure that any offers or incentives are fair and transparent and that customers still have the opportunity to make informed purchasing decisions.