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.



Citation:

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.

Authors

Jianping Huang, Tsinghua University
Yang Sun, Tsinghua University
Jie Sui, University of Bath, UK
Xiaoang Wan, Tsinghua University



Volume

NA - Advances in Consumer Research Volume 46 | 2018



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