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)
Additional information is available for the following
registered author(s):
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.
Download Info
To download:
If you experience problems downloading a file, check if you have the
proper application to
view it first. Information about this may be contained
in the File-Format links below. In case of further problems read
the IDEAS help
file. Note that these files are not on the IDEAS
site. Please be patient as the files may be large.
Publisher Info
Paper provided by EconWPA in its series Experimental with number
0509004.