{"id":12070,"date":"2013-02-13T20:18:31","date_gmt":"2013-02-13T20:18:31","guid":{"rendered":"https:\/\/www.sisinternational.com\/the-neurobiological-basis-of-consumer-choice\/"},"modified":"2026-01-24T15:20:05","modified_gmt":"2026-01-24T20:20:05","slug":"%d8%a7%d9%84%d8%a3%d8%b3%d8%a7%d8%b3-%d8%a7%d9%84%d8%b9%d8%b5%d8%a8%d9%8a-%d8%a7%d9%84%d8%a8%d9%8a%d9%88%d9%84%d9%88%d8%ac%d9%8a-%d9%84%d8%a7%d8%ae%d8%aa%d9%8a%d8%a7%d8%b1-%d8%a7%d9%84%d9%85%d8%b3","status":"publish","type":"post","link":"https:\/\/www.sisinternational.com\/ar\/%d8%a7%d9%84%d8%a3%d8%b3%d8%a7%d8%b3-%d8%a7%d9%84%d8%b9%d8%b5%d8%a8%d9%8a-%d8%a7%d9%84%d8%a8%d9%8a%d9%88%d9%84%d9%88%d8%ac%d9%8a-%d9%84%d8%a7%d8%ae%d8%aa%d9%8a%d8%a7%d8%b1-%d8%a7%d9%84%d9%85%d8%b3\/","title":{"rendered":"\u0623\u0628\u062d\u0627\u062b \u0633\u0648\u0642 \u0627\u0644\u062a\u0633\u0648\u064a\u0642 \u0627\u0644\u0639\u0635\u0628\u064a \u0644\u0644\u0645\u0633\u062a\u0647\u0644\u0643"},"content":{"rendered":"<h2 class=\"wp-block-heading\">\u0644\u0642\u062f \u0648\u062c\u062f\u062a \u0627\u0644\u062f\u0631\u0627\u0633\u0627\u062a \u0623\u0646 \u0627\u0644\u0645\u0646\u0627\u0637\u0642 \u0627\u0644\u0645\u0648\u062c\u0648\u062f\u0629 \u0641\u064a \u0645\u0646\u0627\u0637\u0642 \u0627\u0644\u062c\u0633\u0645 \u0627\u0644\u0645\u062e\u0637\u0637 \u0648\u0642\u0634\u0631\u0629 \u0627\u0644\u0641\u0635 \u0627\u0644\u062c\u0628\u0647\u064a \u0627\u0644\u0625\u0646\u0633\u064a (MPFC) \u064a\u062a\u0645 \u062a\u0646\u0634\u064a\u0637\u0647\u0627 \u0639\u0646\u062f\u0645\u0627 \u064a\u0643\u0648\u0646 \u0627\u0644\u0645\u0633\u062a\u0647\u0644\u0643\u0648\u0646 \u0641\u064a \u0637\u0648\u0631 \u0627\u062a\u062e\u0627\u0630 \u0642\u0631\u0627\u0631 \u0627\u0644\u0634\u0631\u0627\u0621.<\/h2>\n\n\n\n<figure class=\"gb-block-image gb-block-image-62c249a3\"><img loading=\"lazy\" decoding=\"async\" width=\"1456\" height=\"816\" class=\"gb-image gb-image-62c249a3\" src=\"https:\/\/www.sisinternational.com\/wp-content\/uploads\/2025\/08\/Deep-learning-machine-learning-40.jpg\" alt=\"SIS \u0623\u0628\u062d\u0627\u062b \u0627\u0644\u0633\u0648\u0642 \u0627\u0644\u062f\u0648\u0644\u064a\u0629 \u0648\u0627\u0644\u0627\u0633\u062a\u0631\u0627\u062a\u064a\u062c\u064a\u0629\" title=\"Deep learning machine learning (40)\" srcset=\"https:\/\/www.sisinternational.com\/wp-content\/uploads\/2025\/08\/Deep-learning-machine-learning-40.jpg 1456w, https:\/\/www.sisinternational.com\/wp-content\/uploads\/2025\/08\/Deep-learning-machine-learning-40-300x168.jpg 300w, https:\/\/www.sisinternational.com\/wp-content\/uploads\/2025\/08\/Deep-learning-machine-learning-40-1024x574.jpg 1024w, https:\/\/www.sisinternational.com\/wp-content\/uploads\/2025\/08\/Deep-learning-machine-learning-40-768x430.jpg 768w, https:\/\/www.sisinternational.com\/wp-content\/uploads\/2025\/08\/Deep-learning-machine-learning-40-18x10.jpg 18w\" sizes=\"auto, (max-width: 1456px) 100vw, 1456px\"><\/figure>\n\n\n\n<p><\/p>\n\n\n\n<h2 class=\"wp-block-heading\">\u0645\u0627 \u0647\u0648 \u0627\u0644\u0623\u0633\u0627\u0633 \u0627\u0644\u0639\u0635\u0628\u064a \u0627\u0644\u0628\u064a\u0648\u0644\u0648\u062c\u064a \u0644\u0627\u062e\u062a\u064a\u0627\u0631 \u0627\u0644\u0645\u0633\u062a\u0647\u0644\u0643\u061f<\/h2>\n\n\n\n<p>The choice process has two steps. \u00a0First, the consumer assigns a value to each option. \u00a0Second, these values are compared, and the highest-ranking option is selected.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">\u064a\u0642\u0648\u0645 \u0627\u0644\u0646\u0627\u0633 \u0628\u062a\u0642\u064a\u064a\u0645 \u0627\u0644\u0645\u062d\u0641\u0632\u0627\u062a \u0627\u0644\u062a\u064a \u064a\u0631\u0648\u0646\u0647\u0627.<\/h2>\n\n\n\n<p>A recent study has found that the striatum and MPFC are still activated when <a href=\"https:\/\/www.sisinternational.com\/ar\/%d8%ad%d9%84%d9%88%d9%84\/%d8%ad%d9%84%d9%88%d9%84-%d8%a7%d9%84%d8%a8%d8%ad%d9%88%d8%ab-%d8%a7%d9%84%d9%83%d9%85%d9%8a%d8%a9-%d8%a7%d9%84%d9%86%d9%88%d8%b9%d9%8a%d8%a9\/enhancing-product-appeal-through-consumer-choice-modeling\/\" title=\"Consumer Choice Modeling\"  data-wpil-monitor-id=\"1206\">consumers<\/a> are presented with different options and not required to make a choice. &nbsp;What does this mean?<\/p>\n\n\n\n<figure class=\"gb-block-image gb-block-image-8e1e5585\"><img loading=\"lazy\" decoding=\"async\" width=\"1456\" height=\"816\" class=\"gb-image gb-image-8e1e5585\" src=\"https:\/\/www.sisinternational.com\/wp-content\/uploads\/2025\/08\/Deep-learning-machine-learning-35.jpg\" alt=\"SIS \u0623\u0628\u062d\u0627\u062b \u0627\u0644\u0633\u0648\u0642 \u0627\u0644\u062f\u0648\u0644\u064a\u0629 \u0648\u0627\u0644\u0627\u0633\u062a\u0631\u0627\u062a\u064a\u062c\u064a\u0629\" title=\"Deep learning machine learning (35)\" srcset=\"https:\/\/www.sisinternational.com\/wp-content\/uploads\/2025\/08\/Deep-learning-machine-learning-35.jpg 1456w, https:\/\/www.sisinternational.com\/wp-content\/uploads\/2025\/08\/Deep-learning-machine-learning-35-300x168.jpg 300w, https:\/\/www.sisinternational.com\/wp-content\/uploads\/2025\/08\/Deep-learning-machine-learning-35-1024x574.jpg 1024w, https:\/\/www.sisinternational.com\/wp-content\/uploads\/2025\/08\/Deep-learning-machine-learning-35-768x430.jpg 768w, https:\/\/www.sisinternational.com\/wp-content\/uploads\/2025\/08\/Deep-learning-machine-learning-35-18x10.jpg 18w\" sizes=\"auto, (max-width: 1456px) 100vw, 1456px\"><\/figure>\n\n\n\n<p><\/p>\n\n\n\n<p>Even if they do not have to choose. \u00a0A person may see a car passing by.\u00a0 She subconsciously assigns it a value.\u00a0 She then sees another car pass by.\u00a0 She then assigns this other car a value and may then subconsciously compare the two cars.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">\u0645\u0627\u0630\u0627 \u064a\u0639\u0646\u064a \u0647\u0630\u0627 \u0628\u0627\u0644\u0646\u0633\u0628\u0629 \u0644\u0644\u0645\u0639\u0644\u0646\u064a\u0646\u061f<\/h2>\n\n\n\n<p><a href=\"https:\/\/www.sisinternational.com\/ar\/%d8%ae%d8%a8%d8%b1%d8%a9\/%d8%a7%d9%84%d8%b5%d9%86%d8%a7%d8%b9%d8%a7%d8%aa\/%d8%a3%d8%a8%d8%ad%d8%a7%d8%ab-%d8%b3%d9%88%d9%82-%d8%a7%d9%84%d8%b9%d9%82%d8%a7%d8%b1%d8%a7%d8%aa-%d8%a7%d9%84%d8%aa%d8%ac%d8%a7%d8%b1%d9%8a%d8%a9\/\" title=\"\u0623\u0628\u062d\u0627\u062b \u0633\u0648\u0642 \u0627\u0644\u0639\u0642\u0627\u0631\u0627\u062a \u0627\u0644\u062a\u062c\u0627\u0631\u064a\u0629\"  data-wpil-monitor-id=\"9439\">Marketing may not necessarily need a commercial<\/a> or billboard in order to materialize. &nbsp;A billboard or commercial may promote the <a href=\"https:\/\/www.sisinternational.com\/ar\/%d8%a3%d8%a8%d8%ad%d8%a7%d8%ab-%d8%a7%d9%84%d8%b3%d9%88%d9%82-%d9%84%d8%aa%d8%ad%d8%af%d9%8a%d8%af-%d9%85%d9%88%d9%82%d8%b9-%d8%a7%d9%84%d9%85%d9%86%d8%aa%d8%ac-b2b\/\" title=\"\u0623\u0628\u062d\u0627\u062b \u0627\u0644\u0633\u0648\u0642 \u0644\u062a\u062d\u062f\u064a\u062f \u0645\u0648\u0642\u0639 \u0627\u0644\u0645\u0646\u062a\u062c B2B\"  data-wpil-monitor-id=\"9437\">positive values of a product<\/a>.&nbsp; Yet a <a href=\"https:\/\/www.sisinternational.com\/ar\/%d8%ad%d9%84%d9%88%d9%84\/%d8%a7%d8%ae%d8%aa%d8%a8%d8%a7%d8%b1-%d8%a7%d9%84%d8%b0%d9%88%d9%82\/%d8%a7%d8%ae%d8%aa%d8%a8%d8%a7%d8%b1-%d8%a7%d9%84%d9%85%d9%86%d8%aa%d8%ac%d8%a7%d8%aa-%d8%a7%d9%84%d8%a7%d8%b3%d8%aa%d9%87%d9%84%d8%a7%d9%83%d9%8a%d8%a9-%d9%81%d9%8a-%d9%86%d9%8a%d9%88%d9%8a%d9%88\/\" title=\"\u0627\u062e\u062a\u0628\u0627\u0631 \u0627\u0644\u0645\u0646\u062a\u062c\u0627\u062a \u0627\u0644\u0627\u0633\u062a\u0647\u0644\u0627\u0643\u064a\u0629 \u0641\u064a \u0646\u064a\u0648\u064a\u0648\u0631\u0643\"  data-wpil-monitor-id=\"9438\">consumer may subconsciously value a product<\/a> anyway.&nbsp; Perhaps there are certain aspects that a company\u2019s advertisers have to worry about besides what its competitors say or how they advertise.&nbsp; If consumers automatically assign values to products, then <a href=\"https:\/\/www.sisinternational.com\/ar\/%d8%ae%d8%a8%d8%b1%d8%a9\/%d8%a7%d9%84%d8%b3%d9%8a%d8%b1%d8%a9-%d8%a7%d9%84%d8%b0%d8%a7%d8%aa%d9%8a%d8%a9-%d9%84%d9%84%d8%ae%d8%a8%d8%b1%d8%a9\/%d8%a3%d8%a8%d8%ad%d8%a7%d8%ab-%d8%b3%d9%88%d9%82-%d9%85%d9%86%d8%aa%d8%ac%d8%a7%d8%aa-%d8%a7%d9%84%d8%b9%d9%86%d8%a7%d9%8a%d8%a9-%d8%a7%d9%84%d8%b4%d8%ae%d8%b5%d9%8a%d8%a9\/\" title=\"\u0623\u0628\u062d\u0627\u062b \u0633\u0648\u0642 \u0645\u0646\u062a\u062c\u0627\u062a \u0627\u0644\u0639\u0646\u0627\u064a\u0629 \u0627\u0644\u0634\u062e\u0635\u064a\u0629\"  data-wpil-monitor-id=\"9436\">marketing may not improve a product<\/a> that has many deficiencies.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Cost-Effective Neuro Marketing<\/h2>\n\n\n\n<p>Yet this finding may present advertisers with some cost-effective marketing opportunities.&nbsp; Companies can highlight some positive virtues of a product on the product itself. &nbsp;Perhaps an automaker may put on a car some emblem highlighting its positive virtues. This way, a prospective buyer, when valuing the car on the street, may take into account some other positive aspects of this car. &nbsp;And, later on, when this buyer goes to car dealership, she may keep in mind the brand of the car she saw on the street earlier.<\/p>","protected":false},"excerpt":{"rendered":"<p>\u062a\u0639\u0631\u0641 \u0639\u0644\u0649 \u0627\u0644\u0645\u0632\u064a\u062f \u062d\u0648\u0644 \u0623\u0628\u062d\u0627\u062b \u0633\u0648\u0642 \u0627\u0644\u062a\u0633\u0648\u064a\u0642 \u0627\u0644\u0639\u0635\u0628\u064a \u0644\u0644\u0645\u0633\u062a\u0647\u0644\u0643.<\/p>","protected":false},"author":1,"featured_media":64417,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[296],"tags":[],"class_list":["post-12070","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-branding-thought-leadership","generate-columns","tablet-grid-50","mobile-grid-100","grid-parent","grid-50"],"_links":{"self":[{"href":"https:\/\/www.sisinternational.com\/ar\/wp-json\/wp\/v2\/posts\/12070","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.sisinternational.com\/ar\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.sisinternational.com\/ar\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.sisinternational.com\/ar\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/www.sisinternational.com\/ar\/wp-json\/wp\/v2\/comments?post=12070"}],"version-history":[{"count":5,"href":"https:\/\/www.sisinternational.com\/ar\/wp-json\/wp\/v2\/posts\/12070\/revisions"}],"predecessor-version":[{"id":81576,"href":"https:\/\/www.sisinternational.com\/ar\/wp-json\/wp\/v2\/posts\/12070\/revisions\/81576"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.sisinternational.com\/ar\/wp-json\/wp\/v2\/media\/64417"}],"wp:attachment":[{"href":"https:\/\/www.sisinternational.com\/ar\/wp-json\/wp\/v2\/media?parent=12070"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.sisinternational.com\/ar\/wp-json\/wp\/v2\/categories?post=12070"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.sisinternational.com\/ar\/wp-json\/wp\/v2\/tags?post=12070"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}