People strive for consistency in beliefs and behaviors as they have a basic desire to affirm their self-image. Studies have shown that people choose products that are congruent …
Pieters (2013) did a longitudinal study of more than 2,500 consumers over a period of six years. The author wanted to identify the association between …
A study by Elliott and colleagues (2003), published in The Journal of Neuroscience, used a functional magnetic resonance imaging technique (fMRI) to identify the brain areas that …
