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Conjoint Analysis with fMRI: A Novel Analytical Approach to Neuromarketing

Conjoint Analysis with fMRI: A Novel Analytical Approach to Neuromarketing
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Author(s): Jarmo Heinonen (Laurea University of Applied Sciences, Finland)
Copyright: 2016
Pages: 16
Source title: Neuroeconomics and the Decision-Making Process
Source Author(s)/Editor(s): Bryan Christiansen (PryMarke LLC, USA) and Ewa Lechman (Gdansk University of Technology, Poland)
DOI: 10.4018/978-1-4666-9989-2.ch009

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Abstract

Functional Magnetic Resonance Imaging (fMRI) is a very effective tool in neuromarketing. However, time limits, subject fatigue, fMRI costs, and participants' concentration are problematic. Conjoint analysis and its cards enable shortening the time and providing more attributes for evaluation. Conjoint analysis models of orthogonal matrices keep the amount of conjoint cards to a minimum which shortens the time spent in the fMRI machine and thus lowering costs. All conjoint cards are different and keep subjects concentrated during the test. fMRI is an efficient analyzing method of neuronal architecture and functions for the identification of the brain areas and networks. Conjoint analysis and fMRI are strong, combined methods to analyze customer needs and desires.

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