Yoon, C.

scale decision study measure stom scale neuroscience brain factor research mentalizing validity salespeople process model interaction people region customer journal perspective performance anxiety group ability marketing consumer participant method dimension discriminant validity frith theory choice behavior activation activity correlation information value condition low-im adaptivenes discriminant marketing research result conversation example mechanism brain activity consumer decision approach difference right variable rapport table building decision-making imaging paradigm effect criterion-related validity signal analysis response finding high-im 1.00 decision-making research story stom scores understanding system cortex theory-of-mind low-im group criterion-related influence figure rapport building