The Dark Side of Product Attachment: an Fmri Study of Reactivity of Users and Non-Users to Addictive Advertising Cues

Dante Pirouz, University of Western Ontario, Canada
Connie Pechmann, University of California at Irvine, USA
Paul Rodriguez, UC San Diego, USA
The aim of this research is to explore how environmental cues – namely cigarette advertising - affect addictive product users and non-users using the brain imaging technique developed in neuroscience functional magnetic resonance imaging (fMRI) for cue-exposed cigarette smokers and non-smokers.
[ to cite ]:
Dante Pirouz, Connie Pechmann, and Paul Rodriguez (2011) ,"The Dark Side of Product Attachment: an Fmri Study of Reactivity of Users and Non-Users to Addictive Advertising Cues", in NA - Advances in Consumer Research Volume 38, eds. Darren W. Dahl, Gita V. Johar, and Stijn M.J. van Osselaer, Duluth, MN : Association for Consumer Research.