Neural Correlates of Consumer Buying Motivations: A 7T functional Magnetic Resonance Imaging (fMRI) Study.

ABSTRACT: Consumer buying motivations can be distinguished into three categories: functional, experiential, or symbolic motivations (Keller, 1993). Although prior neuroimaging studies have examined the neural substrates which enable these motivations, direct comparisons between these three types of consumer motivations have yet to be made. In the current study, we used 7 Tesla (7T) functional magnetic resonance imaging (fMRI) to assess the neural correlates of each motivation by instructing participants to view common consumer goods while emphasizing either functional, experiential, or symbolic values of these products. The results demonstrated mostly consistent activations between symbolic and experiential motivations. Although, these motivations differed in that symbolic motivation was associated

SUBMITTER: Goodman AM 

PROVIDER: S-EPMC5603698 | biostudies-literature | 2017

REPOSITORIES: biostudies-literature