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

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.



Citation:

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.

Authors

Dante Pirouz, University of Western Ontario, Canada
Connie Pechmann, University of California at Irvine, USA
Paul Rodriguez, UC San Diego, USA



Volume

NA - Advances in Consumer Research Volume 38 | 2011



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