From brain variations to individual differences in the color-flavor incongruency effect : a combined virtual reality and resting-state fMRI study
Year of publication: |
2021
|
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Authors: | Huang, Jianping ; Zhao, Ping ; Wan, Xiaoang |
Published in: |
Journal of business research : JBR. - New York, NY : Elsevier, ISSN 0148-2963, ZDB-ID 189773-1. - Vol. 123.2021, p. 604-612
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Subject: | Congruency | Expectation | Packaging | Resting-state functional connectivity | Virtual reality | Virtuelle Realität | Werbewirkung | Advertising effects | Konsumentenverhalten | Consumer behaviour |
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