Identifying Symbols of the Consumer Marketplace From Human Brain Activity

Yu-Ping Chen, University of California Berkeley, USA
Ming Hsu, University of California Berkeley, USA
Leif D. Nelson, University of California Berkeley, USA
Rapid advances have been made in our understanding of the neural basis of value representation, but we still have great difficulty in accounting for the myriad of influence from subtle signals like brands. Here, we used functional neuroimaging to study how these intangible characteristics are represented in the brain.
[ to cite ]:
Yu-Ping Chen, Ming Hsu, and Leif D. Nelson (2013) ,"Identifying Symbols of the Consumer Marketplace From Human Brain Activity", in NA - Advances in Consumer Research Volume 41, eds. Simona Botti and Aparna Labroo, Duluth, MN : Association for Consumer Research.