An fMRI investigation of consumer choice regarding controversial food technologies
Autor: | Laura E. Martin, J. Bradley C. Cherry, Brandon R. McFadden, Amanda S. Bruce, Jayson L. Lusk, John M. Crespi |
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Rok vydání: | 2015 |
Předmět: |
Nutrition and Dietetics
medicine.diagnostic_test Consumer choice media_common.quotation_subject Context (language use) Functional neuroimaging Food choice Predictive power medicine Quality (business) Neuroeconomics Marketing Psychology Functional magnetic resonance imaging Food Science media_common Cognitive psychology |
Zdroj: | Food Quality and Preference. 40:209-220 |
ISSN: | 0950-3293 |
Popis: | Consumers must routinely decide whether to pay more for a perceived higher quality good or pay less for lower perceived quality. This study examined brain activations when consumers considered such a tradeoff in the context of food choice involving lower-priced options produced with controversial modern agricultural technologies. Functional magnetic resonance imaging (fMRI) data were obtained while consumers (n = 47) made choices between two milk options which varied in price and/or use of technology (growth hormones and cloning). Results revealed both deliberative and affective processes were involved when deciding whether to choose a higher-price, more “natural” food. Brain activations in the dorsolateral prefrontal cortex and insula predicted the choice of higher-priced but more “natural” foods produced without the use of controversial technology. Brain activations in price-alone or technology-alone decisions predicted behavior in choice tasks involving price-technology tradeoffs, revealing cross-task predictive power. One of the key issues this study addresses is which type of data (e.g., behavioral, neuroimaging, or self-report) best predicts choice between a higher priced option that avoids technologies and a lower price option that uses modern food technologies. Estimates indicate that the best fitting model is one that included all types of data considered: demographics, psychometric scales, product attributes, and neural activations observed via fMRI. Overall, neuroimaging data adds significant predictive and explanatory power beyond the measures typically used in consumer research. |
Databáze: | OpenAIRE |
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