![]() Our findings show that the value of both hedonic and utilitarian goods is commonly represented in the ventral striatum, and indicate that the value construct underlying consumer purchases is unidimensional.īoth affective and cognitive (functional and instrumental need-related) factors can play a role in purchasing decisions. Additionally, we did not find any evidence that trait-reward seeking modulates task-irrelevant hedonic (vs. ![]() In contrast, no significant results were obtained in common neural processing of task-irrelevant hedonic and utilitarian value. ![]() Using fMRI, we found that the explicit value of hedonic and utilitarian goods was commonly processed in the ventral striatum. Functional magnetic resonance imaging (fMRI) can directly measure the mental processes involved in explicit or task-irrelevant value judgments. utilitarian) factors when making task-irrelevant judgments, and that this is amplified by trait-reward seeking. It has been suggested that people rely more on hedonic (vs. Although research in neuroscience suggests that the values of hedonic and utilitarian goods are similarly represented, it remains largely unknown how these values are mapped during purchasing decisions or task-irrelevant judgments. ![]() Hedonic goods are goods that people buy to obtain emotional experiences, such as joy or excitement, while utilitarian goods are bought to meet functional or instrumental needs.
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