Population News Sharing Is Reflected in Distributed Reward-Related Brain Activity
Brain activity can forecast market-level effects of advertisements and news articles. Here, we show that multivariate brain patterns tracking valuation yield robust prediction of population message effects not afforded by previous region-based models. These models augment our ability to predict consumer behavior and understand the brain mechanisms supporting message influence.
Bruce P Doré, Christin Scholz, Elisa C Baek, and Emily B Falk (2020) ,"Population News Sharing Is Reflected in Distributed Reward-Related Brain Activity", in NA - Advances in Consumer Research Volume 48, eds. Jennifer Argo, Tina M. Lowrey, and Hope Jensen Schau, Duluth, MN : Association for Consumer Research, Pages: 891-895.
Bruce P Doré, University of Pennsylvania, USA
Christin Scholz, University of Amsterdam
Elisa C Baek, University of California Los Angeles, USA
Emily B Falk, University of Pennsylvania, USA
NA - Advances in Consumer Research Volume 48 | 2020
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