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Researcher Introspection as a Method in Consumer Research: Applications, Issues, and Implications

✍ Scribed by Stephen J. Gould


Book ID
125588735
Publisher
University of Chicago Press
Year
1995
Tongue
English
Weight
160 KB
Volume
21
Category
Article
ISSN
0093-5301

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## Abstract Although the field of psychology is undergoing an immense shift toward the use of functional magnetic resonance imaging (fMRI), the application of this methodology to consumer research is relatively new. To assist consumer researchers in understanding fMRI, this paper elaborates on the