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Neural Correlates of Garment Fit and Purchase Intention in the Consumer Decision-Making Process and the Influence of Product Presentation
2021
Frontiers in Neuroscience
In today's competitive e-commerce markets, it is crucial to promote product satisfaction and to quickly identify purchase intention in decision-making consumers. The present investigation examined the relationship between perceived garment fit and purchase intention, together with how product presentation methods (mannequin versus self-model) contribute to decision-making processes of clothing. Thirty-nine female volunteers were scanned using fMRI while performing an online shopping task. In
doi:10.3389/fnins.2021.609004
fatcat:d4mnwt2oj5authtx2lsywsuobe