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Keywords: Functional magnetic resonance imaging
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Journal Articles
The role of fMRI in detecting attitude toward brand switching: an exploratory study using high technology products
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Journal of Product & Brand Management (2016) 25 (2): 208–218.
Published: 18 April 2016
...Sam O. Al-Kwifi Purpose The purpose of this paper is to investigate the factors that underpin consumer attitude toward switching a product brand, using functional magnetic resonance imaging (fMRI) to study brain activity during the decision-making process. Most of the literature shows...
