A fogyasztói etnocentrizmus idegi korrelációi
Neuromarketing-kutatás az ismertség által okozott implicit agykérgi aktivitásmoduláció vizsgálatára
DOI:
https://doi.org/10.14267/VEZTUD.2020.03.05Kulcsszavak:
fogyasztói magatartás, fogyasztói neurotudomány, neuromarketing, fogyasztói etnocentrizmusAbsztrakt
A szerzők jelen tanulmányukban a fogyasztói etnocentrizmus idegi korrelációit vizsgálták 16 fő önkéntes részvételével, block-design fMRI-paradigma alkalmazásával. Az inger bemutatása (vagyis a stimulációs blokkok fő hatása) megmutatta a várt erős kétoldali occipitalis, occipito-temporális és alacsonyabb temporális lebeny aktivitást, amely összhangban van a vizuális rendszer ventralis feldolgozási folyamatával. Ezen felül megfigyelték az inger ismertségével kapcsolatos pozitív modulációs hatást az elülső cingularis kéregben (ACC), valamint a negatív modulációs hatásokat a bal oldali temporális lebeny alsó részén és bilateralisan a gyrus postcentralisokban. Eredményeik feltárták az ismertség neurológiai hátterét, ami hozzájárulhat a fogyasztói döntések hátterében húzódó neurológiai folyamatok jobb megértéséhez.
Letöltések
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