In this dissertation, I explore how combining behavioral and fMRI methodology can advance our understanding of three different phenomena in common, everyday, consumer behavior that have been well-established both in the lab and in the field.
I aim to address open questions regarding the mechanisms that underlie these phenomena, with the goal of complementing existing research by taking an interdisciplinary perspective and applying neuroimaging methodology.

Additional Metadata
Promotor A. Smidts (Ale) , A.G. Sanfey (Alan) , M.A.S. Boksem (Maarten)
Publisher Erasmus University Rotterdam
ISBN 978-90-5892-586-2
Persistent URL
Series ERIM Ph.D. Series Research in Management
Organisation Rotterdam School of Management (RSM), Erasmus University
Couwenberg, L.E. (2020, September 24). Context dependent valuation: A neuroscientific perspective on consumer decision-making (No. EPS-2020- 505-MKT). ERIM Ph.D. Series Research in Management. Erasmus University Rotterdam. Retrieved from