Global Marketing Conference 2016 Global Marketing Conference at Hong Kong , 2016 Global Marketing Conference at Hong Kong (p.35-43)

ANXIETY ABOUT FOOD CONTAMINATION: PSYCHOLOGICAL AND fMRI EVALUATION

키워드 :
food image,perceived risk,purchase intention SEM,functional MR

초록

This study examined psychological attitudes towards Japan’s food safety image when subjects were evaluated on their reactions to potential radioactive contamination of foods. Using a self-reporting questionnaire and functional MRI experiment we were able to verify that people demonstrated increased anxiety in the insular cortex of the brain.