Is Food and Money the Same? Behavioral and Neural Similarities When Choosing Different Product Types
How do consumers make choices between different product types? Do hunger and thirst affect their choices? We found evidence for a common currency neural representation for both money and food. Further, hunger and thirst cause consumers to converge to a more similar risk behavior for money and for food.
Dino Levy and Paul Glimcher (2013) ,"Is Food and Money the Same? Behavioral and Neural Similarities When Choosing Different Product Types", in E - European Advances in Consumer Research Volume 10, eds. Gert Cornelissen, Elena Reutskaja, and Ana Valenzuela, Duluth, MN : Association for Consumer Research, Pages: 40-43.
Dino Levy, Tel-Aviv University, Israel
Paul Glimcher , New York University, USA
E - European Advances in Consumer Research Volume 10 | 2013
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