A fogyasztói etnocentrizmus idegi korrelációi

Neuromarketing-kutatás az ismertség által okozott implicit agykérgi aktivitásmoduláció vizsgálatára

Authors

DOI:

https://doi.org/10.14267/VEZTUD.2020.03.05

Keywords:

consumer behavior, consumer neuroscience, neuromarketing, consumer ethnocentrism

Abstract

The neural correlates of consumer ethnocentrism were investigated in 16 volunteers using a block-design fMRI paradigm. Stimulus presentation (i.e. the main effect of stimulation blocks), showed the expected strong bilateral occipital, occipito-temporal and lower-temporal lobe activations consistent with the ventral stream of visual processing. Moreover, the authors observed positive modulation effect related to stimulus familiarity in the anterior cingular cortex (ACC), and negative modulation effects in the lower aspect of the left temporal lobe and bilaterally in the postcentral gyri. Their findings shed light on the neurological background of familiarity, which allows them to better understand the underlying neurological processes behind consumer decisions.

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Author Biographies

Ákos Varga, Corvinus University of Budapest

Senior Lecturer

Judit Simon, Corvinus University of Budapest

Full Professor

Attila Pintér, University of Kaposvár

Assistant Professor

Lilla Tóth, University of Kaposvár

Biologist

Lajos Rudolf Kozák, Semmelweis University

Senior Lecturer

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Published

2020-03-07

How to Cite

Varga, Ákos, Simon, J., Pintér, A., Tóth, L., & Kozák, L. R. (2020). A fogyasztói etnocentrizmus idegi korrelációi: Neuromarketing-kutatás az ismertség által okozott implicit agykérgi aktivitásmoduláció vizsgálatára. Vezetéstudomány / Budapest Management Review, 51(3), 45–55. https://doi.org/10.14267/VEZTUD.2020.03.05

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