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A Consumer Neuroscience Study Of Conscious And Subconscious Destination Preference, Thomas Zoëga Ramsøy, Noela Michael, Ian Michael

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© 2019, The Author(s). In studying consumer behaviors, the inclusion of neuroscience tools and methods is improving our understanding of preference formation and choice. But such responses are mostly related to the consumption of goods and services that meet an immediate need. Tourism represents a consumer behavior that is related to a more complex decision-making process, involving a stronger relationship with a future self, and choices typically being of a higher level of involvement and of a transformational type. The aim of this study was to test whether direct emotional and cognitive responses to travel destination would be indicative of …