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Neural correlates of the affect heuristic during brand choice

Hilke Plassmann (), Peter Kenning, Michael Deppe, Harald Kugel and Wolfram Schwindt
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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

Abstract: 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
Date: 2005-09-29
Note: Type of Document - pdf; pages: 36
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