The Subjective Value of Popularity: a Neural Account of Socially Informed Functional Value and Social Value
The current study examines how popularity affects behaviour through inferences and neural correlates of functional value, social value, and reward value. In a fMRI and behavioural study this research demonstrates that a single popularity cue evokes different types of value, that influence behaviour dependent upon consumers’ focus.
Robert Goedegebure, Irene Tijssen, Nynke van der Laan, and Hans van Trijp (2018) ,"The Subjective Value of Popularity: a Neural Account of Socially Informed Functional Value and Social Value", in NA - Advances in Consumer Research Volume 46, eds. Andrew Gershoff, Robert Kozinets, and Tiffany White, Duluth, MN : Association for Consumer Research, Pages: 565-565.
Robert Goedegebure, Wageningen University, The Netherlands
Irene Tijssen, Wageningen University, The Netherlands
Nynke van der Laan, University of Amsterdam
Hans van Trijp, Wageningen University, The Netherlands
NA - Advances in Consumer Research Volume 46 | 2018
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