Yoon, Carolyn; Gutchess, Angela H.; Feinberg, Fred; … - In: Journal of Consumer Research 33 (2006) 1, pp. 31-40
Functional magnetic resonance imaging (fMRI) was used to investigate whether semantic judgments about products and persons are processed similarly. Our results suggest they are not: comparisons of neural correlates of product versus human descriptor judgments indicated greater activation in the...