NeuroMARKETING

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Um texto deveras interessante sobre novas tendências no NeuroMARKETING.

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João Leitão

jleitao@ubi.pt


Neural correlates of the affect heuristic during brand choice> > >

Date:> 2005-09-29> > > >
By:> > Hilke Plassmann> (Stanford NeuroEconomics Lab, Stanford University)> Peter Kenning> (Department of General Management,)> Michael Deppe> (Department of Neurology, University of Muenster)> Harald Kugel> (Department of Radiology, University of Muenster)> Wolfram Schwindt> (Department of Radiology, University of Muenster)> > > >

> URL:> http://econwpa.wustl.edu/eps/exp/papers/0509/0509004.pdf

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> > >
JEL:> C9