Investigating the Role of the Ventromedial Prefrontal Cortex in the Assessment of Brands

The ventromedial prefrontal cortex (vmPFC) is believed to be important in everyday preference judgments, processing emotions during decision-making. However, there is still controversy in the literature regarding the participation of the vmPFC. To further elucidate the contribution of the vmPFC in b...

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Bibliographic Details
Main Authors: Santos, José Paulo, Seixas, Daniela, Brandão, Sofia, Moutinho, Luiz
Format: Artigo
Language:Inglês
Published: Frontiers Research Foundation 2011
Subjects:
Neuroscience
Online Access:https://ncbi.nlm.nih.gov/pmc/articles/PMC3108388/
https://ncbi.nlm.nih.gov/pubmed/21687799
https://ncbi.nlm.nih.govhttp://dx.doi.org/10.3389/fnins.2011.00077
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