Ontology highlight
ABSTRACT:
SUBMITTER: Van der Laan LN
PROVIDER: S-EPMC3404976 | biostudies-literature | 2012
REPOSITORIES: biostudies-literature
Van der Laan Laura N LN De Ridder Denise T D DT Viergever Max A MA Smeets Paul A M PA
PloS one 20120725 7
Neuro-imaging holds great potential for predicting choice behavior from brain responses. In this study we used both traditional mass-univariate and state-of-the-art multivariate pattern analysis to establish which brain regions respond to preferred packages and to what extent neural activation patterns can predict realistic low-involvement consumer choices. More specifically, this was assessed in the context of package-induced binary food choices. Mass-univariate analyses showed that several reg ...[more]