@inbook{da96238483d3456382510c8b784061f1,
title = "Applying Neuroscience to Marketing and Consumer Research: a Review of Functional Magnetic Resonance Imaging Studies",
abstract = "This paper reviews prior applications of functional magnetic resonance imaging (fMRI) in marketing and consumer research. After documenting and characterizing key applications from the past years, we discuss important methodological issues related to fMRI and assess the quality of previous applications in terms of three aspects: (1) issues related to the initial conceptualization of theoretical models of interest and operationalization for an fMRI experiment, (2) issues related to data acquisition, and (3) issues related to estimation and testing of theoretical models on fMRI data. On the basis of our findings, we identify problem areas and suggest avenues for improvement. These suggestions are applied to own fMRI data, which we collected in an experiment with 16 subjects.",
keywords = "Data Acquisition, Functional Magnetic Resonance, Functional Magnetic Resonance Imaging, Theoretical Model, United States",
author = "Martin Reimann and Andreas Aholt and Carolin Neuhaus and Oliver Schilke and Thorsten Teichert and Bernd Weber",
note = "Publisher Copyright: {\textcopyright} 2015, Academy of Marketing Science.",
year = "2015",
doi = "10.1007/978-3-319-10963-3_117",
language = "English (US)",
series = "Developments in Marketing Science: Proceedings of the Academy of Marketing Science",
publisher = "Springer Nature",
pages = "200",
booktitle = "Developments in Marketing Science",
address = "United States",
}