The use of fMRI in consumer psychology

Genc, Yasin

http://hdl.handle.net/10400.26/27932

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Authors

Genc, Yasin

Advisor(s)

Lucena, João Pedro

Abstract(s)

Consumer Neuroscience presents Marketers with the challenge of dealing intensively with the multitude of neuroscientific topics and methods. This area is becoming very important as consumers interests are changing. In order to be able to analyse questions of consumer behavioural research from a neuroscience perspective, knowledge about the application of functional magnetic resonance imaging (fMRI) is extremely valuable. However, methodological problems in connection with the fMRI are not sufficiently discussed in the Marketing area. Under this perspective, the central aim of the present work is to present concrete strategies for empirical investigations using the fMRI and to discuss the characteristics, advantages and disadvantages of these options, taking into account already existing research designs. On the one hand of this scientific work theoretical and conceptional reviews of the fMRI and on the other hand empirical fMRI studies are evaluated. Only publications that are marked as A + or higher Journals are considered in this research. First, the results of the literature research show a noticeable increase in the use of event-related designs. Second, it can be seen that only a fraction of the fMRI respondents have a sufficiently large sample size. Third, it is likely that the analysis of fMRI data will become more complex and therefore continue to be the main challenge in conducting an fMRI study.