Brain activity correlates of consumer brand choice shift associated with television advertising
Richard B. SilbersteinBrain Sciences Institute, Swinburne University of Technology, Melbourne, Australia; Neuro-Insight Pty Ltd, Melbourne, Australia
Geoffrey E. NieldNeuro-Insight Pty Ltd, Melbourne, Australia
INTRODUCTION
Over the last ten years there has been a significant increase in research on the neural basis of economic decision making (for a review, see Braeutigam 2005). One aspect of this field that is receiving significant attention concerns the neural basis of consumer or purchase decisions. The majority of such studies describe brain activity patterns immediately prior to and during decision making....