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Neural correlates of the affect heuristic during brand choice

Author

Listed:
  • 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)

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.

Suggested Citation

  • Hilke Plassmann & Peter Kenning & Michael Deppe & Harald Kugel & Wolfram Schwindt, 2005. "Neural correlates of the affect heuristic during brand choice," Experimental 0509004, EconWPA.
  • Handle: RePEc:wpa:wuwpex:0509004
    Note: Type of Document - pdf; pages: 36
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    File URL: https://econwpa.ub.uni-muenchen.de/econ-wp/exp/papers/0509/0509004.pdf
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    References listed on IDEAS

    as
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    More about this item

    Keywords

    Neuroeconomics; brand choice; cognition; affect;

    JEL classification:

    • C9 - Mathematical and Quantitative Methods - - Design of Experiments

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