Luiz Moutinho

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This chapter considers a probabilistic reasoning based investigation of an information system concerned with consumer choice. The DS/AHP technique for multi-criteria decision making is employed in this consumer analysis, and with its development formed from the Dempster-Shafer theory of evidence and the well known Analytical Hierarchy Process, it is closely(More)
The ventromedial prefrontal cortex (vmPFC) is believed to be important in everyday preference judgments, processing emotions during decision-making. However, there is still controversy in the literature regarding the participation of the vmPFC. To further elucidate the contribution of the vmPFC in brand preference, we designed a functional magnetic(More)
This exploratory study proposes the use of artificial neural networks to analyze whole brain fMRI data. Because fMRI data is dimensionally exorbitant, the first step is to reduce the amount of data to a tractable size, which is accomplished using probabilistic independent component analysis (PICA). Then data enters a simple backpropagation feedforward(More)
Although somewhat outdated, the American Marketing Association definition of brand still is largely accepted. In this case, brands are signs for product differentiation. The present research, instead, finds brands and their logos as meaningful signs that belong to the human communicative lexicon. Logos are ideograms, i.e. graphic representations that convey(More)
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