![]() ![]() The characteristics of fMRI rely less on self-reporting, and reduce concerns about response biases such as social desirability, memory distortion, and fabrication. fMRI can track mental activity reflected in neural responses in real-time consumer decision processes. Neural data captured by fMRI have unique advantages for investigating research questions pertaining to consumer behaviors such as (1) distinguishing among different psychological processes, (2) measuring task-irrelevant consumer behaviors, and (3) understanding the biological origins of individual differences in consumer behaviors 4, 5. Recent advances in neuroscience, and particularly in functional magnetic resonance imaging (fMRI), enable researchers to investigate these issues. However, it remains unknown how consumers automatically value goods based on goods-induced and trait affect. ![]() Moreover, a chronic (i.e., trait) reward orientation is thought to be necessary to generate predominant automatic processing of affective value 3. The affect-cognition theory suggests that affective reactions can be processed faster during automatic judgments, and that affective processing predominates 2. Although recent neuroscience findings suggest that the values of hedonic and utilitarian goods are represented in the same brain regions 1, it remains unknown how these values are mapped during task-irrelevant judgments (when explicit economic evaluations are not required). The focus of the present research is the role of goods-induced and trait affect in unconscious value processing. Nevertheless, you may consider the value of goods even though you do not have to do so-perhaps automatically. You may see and pass almost all of these products without scrutinizing their value. You may see many items, including goods you buy for affective reasons (e.g., junk food, movies, or concert tickets), as well as ones that you buy for cognitive reasons (e.g., detergent, a washing machine, or vitamin tablets). Imagine that you are walking into a shopping mall. The value of goods may be automatically processed. Purchases can also involve both affective and cognitive factors. In contrast, you may buy a microwave because it is useful rather than for affective gratification therefore, the decision is cognitively-based. You may, for example, buy a bar of chocolate because you want to feel happy when eating the delicious chocolate, or you may buy bug killer to avoid negative emotions. 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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