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Keywords: Pleasure
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Journal Articles
The role of fMRI in detecting attitude toward brand switching: an exploratory study using high technology products
Available to Purchase
Journal of Product & Brand Management (2016) 25 (2): 208–218.
Published: 18 April 2016
... The proposed model is a simplified version of consumer acceptance of technology model. This model accounts for cognitive and affect factors when choosing a product by including perceived usefulness and pleasure variables, respectively. An event-related fMRI experiment was designed and conducted using two...
