Shopping in the Mri Tube? a Comparative Ethnography of Consumer Behaviour in and Outside of the Scanner
We present an ethnographic study of fMRI research on shopping undertaken in a leading laboratory and show how the consumers taking part experience the process. We then compare this to consumers’ everyday experiences of just that kind of behaviour the fMRI studies focus on. Challenges and suggestions for improvements follow.
Niklas Woermann and Vanessa Dirksen (2013) ,"Shopping in the Mri Tube? a Comparative Ethnography of Consumer Behaviour in and Outside of the Scanner", in E - European Advances in Consumer Research Volume 10, eds. Gert Cornelissen, Elena Reutskaja, and Ana Valenzuela, Duluth, MN : Association for Consumer Research, Pages: 344-344.
Niklas Woermann, University of Southern Denmark, Denmark
Vanessa Dirksen, University of Constance, Germany
E - European Advances in Consumer Research Volume 10 | 2013
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