"Bhatt put it this way: 'We believe the areas indicate that the strategists -- bluffers -- are essentially thinking ahead. Specifically, they're keeping track of how their suggestions are changing their reputation in the seller's mind and are in turn improving or harming their chances at good payouts in the future.'
Paul J. Zak, director of the Center for Neuroeconomics Studies at Claremont Graduate University in Claremont, Calif., was skeptical about the study's worth since it doesn't reveal much that's new about bluffing. It's 'fun and amusing, very well-designed and executed, but of little value I think,' he said."
It does suggest telling the truth is easier, other than that I agree with Zak.