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首页> 外文期刊>Journal of neuroscience, psychology, and economics >Consumers' neural and behavioral responses to food technologies and price
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Consumers' neural and behavioral responses to food technologies and price

机译：消费者对食品技术和价格的神经和行为反应

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摘要

Although the advent of new food technologies has afforded the agricultural industry more expedient means of producing foods, the use of many of these technologies has stirred controversy among consumers. When deciding whether to purchase a food, consumers must now consider how they feel about the technology used to produce it. Despite this trend, our understanding of consumers' neural and behavioral responses to food technologies and price remains limited. In the present study, functional magnetic resonance imaging (fMRI) was used to examine a large sample of adult consumers' (n = 50) neural responses to food attributes, specifically a food's price and the technology used to produce it. Results suggest the more attributes presented to consumers, the greater the neural activation in dorsolateral prefrontal cortex, a brain region associated with working memory and uncertainty. Further, neural activation in regions of dorsolateral prefrontal cortex is significantly associated with a personality measure of openness and a fear of new food technologies.
机译：尽管新食品技术的出现为农业提供了更便捷的食品生产手段，但许多此类技术的使用却引起了消费者的争议。在决定是否购买食品时，消费者现在必须考虑他们对生产食品所用技术的感觉。尽管有这种趋势，但我们对消费者对食品技术和价格的神经和行为反应的理解仍然有限。在本研究中，功能磁共振成像（fMRI）用于检查成年消费者对食物属性（n = 50）的神经反应的大量样本，特别是食物的价格及其生产技术。结果表明，呈现给消费者的属性越多，背外侧前额叶皮层，与工作记忆和不确定性相关的大脑区域的神经激活作用就越大。此外，背外侧前额叶皮层区域的神经激活与开放性格的个性化度量和对新食品技术的担忧显着相关。

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