Neural correlates of the affect heuristic during brand choice
Hilke Plassmann (),
Harald Kugel and
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Michael Deppe: Department of Neurology, University of Muenster
Harald Kugel: Department of Radiology, University of Muenster
Wolfram Schwindt: Department of Radiology, University of Muenster
Experimental from University Library of Munich, Germany
In this working paper it is investigated how affect and cognition interact in consumer decision making. The research framework is multidisciplinary by applying a neuroscientific method to answer the question which information is processed during brand choice immediately when the decision is computed in the test person’s brain. In a neuroscientific experiment test persons perform binary decision-making tasks between different brands of the same product class. The results suggest that the presence of the respondent’s first choice brand leads to a specific modulation of the neural brain activity, which can be described as neural correlate of Slovic’s affect heuristic concept.
Keywords: Neuroeconomics; brand choice; cognition; affect (search for similar items in EconPapers)
JEL-codes: C9 (search for similar items in EconPapers)
New Economics Papers: this item is included in nep-cbe, nep-dcm, nep-exp and nep-mkt
Note: Type of Document - pdf; pages: 36
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Persistent link: https://EconPapers.repec.org/RePEc:wpa:wuwpex:0509004
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