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Einsatz der funktionellen Magnetresonanztomographie in der Konsumentenpsychologie: Grundlagen und verwendete Untersuchungsdesigns

Einsatz der funktionellen Magnetresonanztomographie in der Konsumentenpsychologie: Grundlagen und verwendete Untersuchungsdesigns

          
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About the Book

Masterarbeit aus dem Jahr 2015 im Fachbereich BWL - Offline-Marketing und Online-Marketing, Note: 1,3, Friedrich-Alexander-Universität Erlangen-Nürnberg (Institut für Marketing), Sprache: Deutsch, Abstract: Die wachsende Bedeutung des jungen Forschungsgebietes Consumer Neuroscience stellt Wirtschaftswissenschaftler vor die Herausforderung, sich intensiv mit der Vielzahl an neurowissenschaftlichen Erkenntnissen und Methoden auseinanderzusetzen. Um Fragestellungen der Konsumentenverhaltensforschung aus neurowissenschaftlicher Perspektive qualifiziert analysieren zu können, sind vor allem Kenntnisse über die Anwendung der funktionellen Magnetresonanztomographie (fMRT) äußerst wertvoll. Jedoch werden methodische Probleme im Zusammenhang mit der fMRT in der wirtschaftswissenschaftlichen Forschungsliteratur bislang nur unzureichend diskutiert. Vor diesem Hintergrund ist es das zentrale Ziel der vorliegenden Arbeit, unter Berücksichtigung von bestehenden Untersuchungsdesigns konkrete Gestaltungsoptionen für empirische Untersuchungen mittels der fMRT aufzuzeigen sowie die Charakteristika, Vor- und Nachteile dieser Optionen zu diskutieren. Hierzu werden einerseits theoretisch-konzeptionelle Übersichtsarbeiten zur fMRT, andererseits empirische fMRT-Studien ausgewertet. Berücksichtigung finden ausschließlich Publikationen, die im VHB-JOURQUAL 3 als A+- bzw. A-Journal gekennzeichnet sind bzw. über einen hohen Impact Factor verfügen. Die Ergebnisse der Literaturrecherche belegen erstens einen erkennbaren Anstieg in der Verwendung von Event-Related-Designs. Zweitens wird ersichtlich, dass nur ein Bruchteil der gesichteten fMRT-Studien einen ausreichend großen Stichprobenumfang aufweist. Drittens ist anzunehmen, dass die Analyse der fMRT-Daten immer komplexer wird und daher auch künftig die größte Herausforderung bei der Durchführung einer fMRT-Studie darstellt.


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Product Details
  • ISBN-13: 9783668060371
  • Publisher: Grin Publishing
  • Binding: Paperback
  • Language: German
  • Returnable: N
  • Spine Width: 8 mm
  • Weight: 181 gr
  • ISBN-10: 3668060371
  • Publisher Date: 09 Nov 2015
  • Height: 210 mm
  • No of Pages: 132
  • Series Title: German
  • Sub Title: Grundlagen und verwendete Untersuchungsdesigns
  • Width: 148 mm


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Einsatz der funktionellen Magnetresonanztomographie in der Konsumentenpsychologie: Grundlagen und verwendete Untersuchungsdesigns
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Einsatz der funktionellen Magnetresonanztomographie in der Konsumentenpsychologie: Grundlagen und verwendete Untersuchungsdesigns
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