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.

A. Smidts (Ale) , A.G. Sanfey (Alan) , M.A.S. Boksem (Maarten)
Erasmus University Rotterdam
ERIM Ph.D. Series Research in Management
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