O10. Individual Differences in Consumers' Need For Cognition and Affect: a Neuromarketing Study Using Voxel-Based Morphometry
We revealed the anatomical variations in consumers’ need for cognition (NFC) and need for affect (NFA) in a neuromarketing study. The right lingual gyrus was associated with NFC, whereas the right inferior occipital gyrus was linked to NFA.
Jianping Huang, Yang Sun, Jie Sui, and Xiaoang Wan (2018) ,"O10. Individual Differences in Consumers' Need For Cognition and Affect: a Neuromarketing Study Using Voxel-Based Morphometry", in NA - Advances in Consumer Research Volume 46, eds. Andrew Gershoff, Robert Kozinets, and Tiffany White, Duluth, MN : Association for Consumer Research, Pages: 910-910.
Jianping Huang, Tsinghua University
Yang Sun, Tsinghua University
Jie Sui, University of Bath, UK
Xiaoang Wan, Tsinghua University
NA - Advances in Consumer Research Volume 46 | 2018
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