The present study aims to analyze the neural mechanisms involved in private label choice by means of fMRI. The purpose is to answer to the following question: is the mental process that leads to the choice of a private lable similar to that developed for the industrial brand?
Lugli, G., Vergura, D., Di Dio, C., Luceri, B., COGNITIVE BIASES IN PRIVATE BRANDING (A FMRI EXPERIMENT OF OVER-THE-COUNTER DRUGS), <<MERCATI E COMPETITIVITÀ>>, 2012; (N/A): 105-123. [doi:10.3280/MC2012-002010] [http://hdl.handle.net/10807/55852]
COGNITIVE BIASES IN PRIVATE BRANDING (A FMRI EXPERIMENT OF OVER-THE-COUNTER DRUGS)
Di Dio, Cinzia;
2012
Abstract
The present study aims to analyze the neural mechanisms involved in private label choice by means of fMRI. The purpose is to answer to the following question: is the mental process that leads to the choice of a private lable similar to that developed for the industrial brand?
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