000			01491pab a2200205 454500
008			140923b0 xxu||||| |||| 00| 0 eng d
040			_cWelingkar Institute of Management Development & Research, Mumbai _aWelingkar Institute of Management Development & Research, Mumbai
041			_aENG
082			_a _bHed
100			_aHedgcock William
245			_aTrade-Off Aversion as an Explanation for the Attraction Effect : A Functional Magnetic resonance Imaging Study
250			_a1
260			_a _bFeb 2009 _c0
300			_a1-13 Pp.
490			_vXLVI
520			_aThis research reports on a cognitive neuroscientific examination of whether trade-off aversion explains the attraction effect. The principal study involves the neuroimaging of participants engaging in choice tasks while their cerebral activity is recorded. The authors examine whether the presence of a third (normatively irrelevant) alternative yields relatively less activation in areas of the brain associated with negative emotion than the activation during choice tasks involving two equally (un)attractive options. The results support the claim that trade-off choice sets are associated with relatively greater negative emotion. The authors discuss the implications of the research for marketing theory and methodology, as well as for managerial practice in the corporate and public policy arenas.
650			_aMRI Study
856			_uhttp://192.168.6.13/libsuite/mm_files/Articles/AR10675.pdf
906			_a31996
999			_c30498 _d30498