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Combining a semantic differential with fMRI to investigate brands as cultural symbols
Traditionally, complex cultural symbols like brands are investigated with psychological approaches. Often this is done by using semantic differentials, in which participants are asked to rate a brand regarding different pairs of adjectives. Only recently, functional magnetic resonance imaging (fMRI)...
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| Main Authors: | , |
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| Formato: | Artigo |
| Idioma: | Inglês |
| Publicado em: |
Oxford University Press
2010
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| Acesso em linha: | https://ncbi.nlm.nih.gov/pmc/articles/PMC2894682/ https://ncbi.nlm.nih.gov/pubmed/20080877 https://ncbi.nlm.nih.govhttp://dx.doi.org/10.1093/scan/nsp055 |
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