• 主题
高级搜索  >
历史搜索 清空历史
首页> 外文期刊>Journal of Business Research >From brain variations to individual differences in the color-flavor incongruency effect: A combined virtual reality and resting-state fMRI study
【24h】

From brain variations to individual differences in the color-flavor incongruency effect: A combined virtual reality and resting-state fMRI study

机译：从脑变异到各个差异的色彩风味效应：一个组合的虚拟现实和休息状态FMRI研究

获取原文
获取原文并翻译 | 示例
           
页面导航
  • 摘要
  • 著录项
  • 相似文献
  • 相关主题

摘要

When consumers are searching for a packaged food with a certain flavor label, they are slower and less accurate when the target's packaging color and flavor label are incongruent than when they are congruent. Here, we conducted a combined virtual reality (VR) and resting-state fMRI study to investigate the spontaneous neural basis of individual differences in this color-flavor incongruency effect. Our results revealed a positive correlation between the behavioral effect and the local synchronization for the left fusiform, a brain area associated with the retrieval of color information. The results also revealed a positive correlation between this behavioral effect and the intrinsic neural interactions between the left fusiform and the left putamen, a brain area associated with the processing of expectation. These findings revealed the role of expectation violation in in-store product searches. The potential implications of these findings for packaging design in the food industry are discussed.
机译：当消费者正在寻找具有一定的风味标签的包装食品时，当目标的包装颜色和风味标签是不一致的，它们较慢，更加准确，而不是当它们是一致的时。在这里，我们进行了一个组合的虚拟现实（VR）和休息状态FMRI研究，以研究这种色彩风味效果的个体差异的自发神经基础。我们的结果揭示了行为效应与左纺锤形的局部同步之间的正相关性，与检索颜色信息相关的大脑区域。结果还揭示了这种行为效应与左熔腐纱之间的内在神经相互作用与左腐烂的内在神经相互作用，与加工期望相关的脑面积。这些调查结果揭示了预期违规在店内产品搜索中的作用。讨论了这些调查结果在食品工业中的包装设计的潜在影响。

著录项

相似文献

  • 外文文献
  • 中文文献
  • 专利
获取原文

客服邮箱：kefu@zhangqiaokeyan.com

京公网安备：11010802029741号 ICP备案号：京ICP备15016152号-6 六维联合信息科技 (北京) 有限公司©版权所有

  • 客服微信

  • 服务号