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Conjoint fMRI method for shortening analysis time

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dc.contributor Aalto-yliopisto fi
dc.contributor Aalto University en
dc.contributor.author Heinonen, Jarmo
dc.date.accessioned 2019-01-30T15:08:26Z
dc.date.available 2019-01-30T15:08:26Z
dc.date.issued 2018
dc.identifier.citation Heinonen , J 2018 , ' Conjoint fMRI method for shortening analysis time ' , COGENT PSYCHOLOGY , vol. 5 , no. 1 , 1446254 , pp. 1-8 . https://doi.org/10.1080/23311908.2018.1446254 en
dc.identifier.issn 2331-1908
dc.identifier.other PURE UUID: 4e367d4a-e481-48ad-8f1d-06b2817dc90e
dc.identifier.other PURE ITEMURL: https://research.aalto.fi/en/publications/4e367d4a-e481-48ad-8f1d-06b2817dc90e
dc.identifier.other PURE FILEURL: https://research.aalto.fi/files/31215434/23311908.2018.1446254.pdf
dc.identifier.uri https://aaltodoc.aalto.fi/handle/123456789/36247
dc.description.abstract Neuromarketing objective is to understand the functioning of the human decision-making of the brain. The first neuromarketing research was performed by Read Montague in 2003 and Harper Collins added the word neuromarketing to its dictionary in 2005. The most promising way to perform neuromarketing studies are based on fMRI. The fMRI modality is based on using an MRI scanner to image the change of blood flow in the brain. However, participants cannot stay for long inside the fMRI tube and thus it is necessary to improve on the methodology to shorten the research time. One answer to the problem is the conjoint analysis, that short the time and resulting more attributes to analyze products and services. Conjoint tasks may be viewed as multiattribute decision problems, and conjoint analysis is partly a multiattribute model for measuring consumer attitudes and preferences. Connected conjoint fMRI is very efficient way to analyze neuromarketing studies. en
dc.format.extent 1-8
dc.format.mimetype application/pdf
dc.language.iso en en
dc.publisher Cogent OA
dc.relation.ispartofseries COGENT PSYCHOLOGY en
dc.relation.ispartofseries Volume 5, issue 1 en
dc.rights openAccess en
dc.title Conjoint fMRI method for shortening analysis time en
dc.type A1 Alkuperäisartikkeli tieteellisessä aikakauslehdessä fi
dc.description.version Peer reviewed en
dc.contributor.department Laurea University of Applied Sciences
dc.contributor.department Department of Neuroscience and Biomedical Engineering en
dc.identifier.urn URN:NBN:fi:aalto-201901301417
dc.identifier.doi 10.1080/23311908.2018.1446254
dc.type.version publishedVersion

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