Common neural value representations of hedonic and utilitarian products in the ventral striatum: An fMRI study
Sign Up to like & getrecommendations! Published in 2019 at "Scientific Reports"
DOI: 10.1038/s41598-019-52159-9
Abstract: Hedonic goods are goods that people buy to obtain emotional experiences, such as joy or excitement, while utilitarian goods are bought to meet functional or instrumental needs. Although research in neuroscience suggests that the values… read more here.
Keywords: utilitarian goods; ventral striatum; value; task irrelevant ... See more keywords
Mind the game you set for better website patronage
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DOI: 10.1108/ejm-04-2021-0247
Abstract: Purpose This paper aims to develop a conceptual model to understand how different gamification designs (hedonic and utilitarian) evoke different emotions and impact subsequent patronage intentions for online consumers in different mindsets. Design/methodology/approach The authors… read more here.
Keywords: gamification; hedonic utilitarian; gamification hedonic; website patronage ... See more keywords
Neural Responses to Hedonic and Utilitarian Banner Ads: An fMRI Study
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DOI: 10.1177/10949968221087259
Abstract: Previous interactive marketing literature has concluded that banner attributes are key drivers of ad effectiveness and online consumer behaviors. In particular, prior advertising studies have largely defined the two most commonly used ad appeals in… read more here.
Keywords: hedonic utilitarian; online consumer; banner ads; banner ... See more keywords