The Neural Correlates of Celebrity Power on Product Favorableness: An fMRI Study

Jung, YS; Kim, YT; Baeck, JS; Lee, J; Kim, JG; Chang, Y

Chang, Y (reprint author), Kyungpook Natl Univ Hosp, Dept Radiol, Daegu, South Korea.; Chang, Y (reprint author), Kyungpook Natl Univ, Sch Med, Dept Mol Med, Daegu, South Korea.

NEUROQUANTOLOGY, 2018; 16 (2): 50

Abstract

Advertisements featuring celebrities have increased over the years. While we know that the effectiveness of celebrities stems from a transfer of posit......

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