In a classic study, researchers used magnetic resonance imaging (MRI) scans to compare the physiology of the brain when subjects were presented with Coca- Cola and Pepsi. The study's findings showed that when presented with Coca- Cola, the ventromedial prefrontal cortex (VMPFC) of subjects' brains was more activated than when subjects were presented with Pepsi. The VMPFC is associated with "warm, feel good" emotions. This study is an example of which type of research?

Question

Quizplus · Accepted Answer

This study involves the use of neuroscience techniques, specifically MRI scans, to understand consumer behavior and preferences. This type of research is commonly referred to as neuromarketing.

In a Classic Study, Researchers Used Magnetic Resonance Imaging (MRI)