• Psychology
  • Published 2005

Neural correlates of the affect heuristic during brand choice

@inproceedings{Plassmann2005NeuralCO,
  title={Neural correlates of the affect heuristic during brand choice},
  author={Hilke Plassmann and Peter Kenning and Michael Deppe and Harald Kugel and Wolfram Schwindt},
  year={2005}
}
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… CONTINUE READING

Citations

Publications citing this paper.
SHOWING 1-3 OF 3 CITATIONS