Reward-related neural activity in the striatum plays a key role during the evaluation phase as consumers integrate emotional and cognitive inputs, such as pricing and perceived benefits, when comparing alternatives.

Authors

• Person: Not available Organization: Frontiers
  Neuro-insights: a systematic review of neuromarketing perspectives ...

Sources

• Neuro-insights: a systematic review of neuromarketing perspectives ... www.frontiersin.org Frontiers via serper

Referenced by nodes (1)

• striatum concept