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Choosing One's Favorite Brands An FMRI Study On Preference-Based Decision Making
Neurology / Neuroscience Which one do you prefer, Pepsi or Coca-Cola? VAIO or Powerbook? Super Dry or Black Label (Japanese beers)? Asians or Super Mild (shampoos sold in Japan)? Consumers' preferences for commodity brands depend on cultural backgrounds, professions, sex, age and purchasing powers. Typically, when an individual prefers a particular brand, he/she cares less about other brands in the same category. [click link for full article]
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