RT journal article
T1 What Do You Want to Eat? Influence of Menu Description and Design on Consumer's Mind: An fMRI Study
A1 Gómez Carmona, Diego
A1 Muñoz-Leiva, Francisco
A1 Paramio Leiva, Alberto
A1 Liébana-Cabanillas, Francisco
A1 Cruces Montes, Serafín Jesús
A2 Marketing y Comunicación
A2 Psicología
K1 restaurant dish
K1 design dish
K1 description
K1 neuromarketing
K1 emotion
K1 pleasant
K1 fMRI
AB The main objective of this research was to analyse the active regions when processing disheswith a pleasant (vs. unpleasant) design and the effect of the previously read rational (vs. emotional)description when visualising the dish. The functional magnetic resonance image technique wasused for the study. The results showed that participants who visualised pleasant vs. unpleasantdishes became active in several domains (e.g., attention, cognition and reward). On the other side,visualisation of unpleasant dishes activated stronger regions linked to inhibition, rejection, andrelated ambiguity. We found that subjects who read rational descriptions when visualising pleasantdishes activated regions related to congruence integration, while subjects who visualised emotionaldescriptions showed an increased neuronal response to pleasant dishes in the regions related tomemory, emotion and congruence.
PB MDPI
SN 2304-8158
YR 2021
FD 2021-05
LK http://hdl.handle.net/10498/25056
UL http://hdl.handle.net/10498/25056
LA eng
NO This study was supported by the Andalusian R+D+I Research Programme (Grant No: B-SEJ209-UGR18, "Research in NeuroSOCOM"project). Project Programme of the University of Cadiz (Grant No: PR2017-039) and the Institute of Research and Development Social and Sustainability (INDESS).
DS Repositorio Institucional de la Universidad de Cádiz
RD 12-nov-2026