Cognitive systems research for neuromarketing assessment on evaluating consumer learning theory with fMRI: Comparing how two Word-Of-Mouth strategies affect the human brain differently after a product harm crisis

摘要

Consumer behavior researchers often used two competing versions of Consumer Learning Theory to study how consumers response to Word-Of-Mouth (WOM) after a product harm crisis. The Original version predicts that real quality perception in consumer cognition is constant. By contrast, the revised version of this theory posits that it is never constant. Both versions of this theory have received support in studies that used traditional experimental methods.