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Mapping Consumer Cognition And Emotions: A Neuroscientific Approach, Dongjun Rew

Theses and Dissertations

Although the rival theories for consumer decision making process, cognitive perspective and experiential perspective, have successfully contributed to the marketing discipline, there is an alternative point of view that cognition and emotions work together for a decision or even a behavior. However, the methodological limitation has been a big hurdle that interrupts insightfulness and fruitfulness of marketing research, especially in consumer research. This study thus aims to develop a brain map and functional connectivity of consumer decision making and emotions to show physiological and neurological evidence that emotional behaviors and cognitive behaviors are associated when consumers decide a behavior by …