{"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":"%ec%86%8c%eb%b9%84%ec%9e%90-%ec%84%a0%ed%83%9d%ec%9d%98-%ec%8b%a0%ea%b2%bd%ec%83%9d%eb%ac%bc%ed%95%99%ec%a0%81-%ea%b8%b0%ec%b4%88","status":"publish","type":"post","link":"https:\/\/www.sisinternational.com\/ko\/%ec%86%8c%eb%b9%84%ec%9e%90-%ec%84%a0%ed%83%9d%ec%9d%98-%ec%8b%a0%ea%b2%bd%ec%83%9d%eb%ac%bc%ed%95%99%ec%a0%81-%ea%b8%b0%ec%b4%88\/","title":{"rendered":"\uc18c\ube44\uc790 \ub274\ub85c\ub9c8\ucf00\ud305 \uc2dc\uc7a5 \uc870\uc0ac"},"content":{"rendered":"<h2 class=\"wp-block-heading\">\uc5f0\uad6c\uc5d0 \ub530\ub974\uba74 \uc18c\ube44\uc790\uac00 \uad6c\ub9e4 \uacb0\uc815\uc744 \ub0b4\ub9ac\ub294 \uacfc\uc815\uc5d0\uc11c \uc120\uc870\uccb4\uc640 \ub0b4\uce21 \uc804\ub450\uc5fd \ud53c\uc9c8(MPFC) \uc601\uc5ed\uc774 \ud65c\uc131\ud654\ub418\ub294 \uac83\uc73c\ub85c \ub098\ud0c0\ub0ac\uc2b5\ub2c8\ub2e4.<\/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 \uad6d\uc81c\uc2dc\uc7a5 \uc870\uc0ac \ubc0f \uc804\ub7b5\" 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\">\uc18c\ube44\uc790 \uc120\ud0dd\uc758 \uc2e0\uacbd\uc0dd\ubb3c\ud559\uc801 \uae30\ucd08\ub294 \ubb34\uc5c7\uc785\ub2c8\uae4c?<\/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\">\uc0ac\ub78c\ub4e4\uc740 \uc790\uc2e0\uc774 \ubcf4\ub294 \uc790\uadf9\uc744 \ud3c9\uac00\ud569\ub2c8\ub2e4.<\/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\/ko\/%ec%86%94%eb%a3%a8%ec%85%98\/%ec%a0%95%ec%84%b1%ec%a0%81-%ec%a0%95%eb%9f%89%ec%a0%81-%ec%97%b0%ea%b5%ac-%ec%86%94%eb%a3%a8%ec%85%98\/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 \uad6d\uc81c\uc2dc\uc7a5 \uc870\uc0ac \ubc0f \uc804\ub7b5\" 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\">\uc774\ub294 \uad11\uace0\uc8fc\uc5d0\uac8c \ubb34\uc5c7\uc744 \uc758\ubbf8\ud558\ub098\uc694?<\/h2>\n\n\n\n<p><a href=\"https:\/\/www.sisinternational.com\/ko\/%ec%a0%84%eb%ac%b8%ec%a0%81-%ec%a7%80%ec%8b%9d\/%ec%82%b0%ec%97%85\/%ec%83%81%ec%97%85%ec%9a%a9-%eb%b6%80%eb%8f%99%ec%82%b0-%ec%8b%9c%ec%9e%a5-%ec%a1%b0%ec%82%ac\/\" title=\"\uc0c1\uc5c5\uc6a9 \ubd80\ub3d9\uc0b0 \uc2dc\uc7a5\uc870\uc0ac\"  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\/ko\/b2b-%ec%a0%9c%ed%92%88-%ed%8f%ac%ec%a7%80%ec%85%94%eb%8b%9d-%ec%8b%9c%ec%9e%a5-%ec%a1%b0%ec%82%ac\/\" title=\"B2B \uc81c\ud488 \ud3ec\uc9c0\uc154\ub2dd \uc2dc\uc7a5 \uc870\uc0ac\"  data-wpil-monitor-id=\"9437\">positive values of a product<\/a>.&nbsp; Yet a <a href=\"https:\/\/www.sisinternational.com\/ko\/%ec%86%94%eb%a3%a8%ec%85%98\/%eb%a7%9b-%ed%85%8c%ec%8a%a4%ed%8a%b8\/%eb%89%b4%ec%9a%95%ec%97%90%ec%84%9c%ec%9d%98-%ec%86%8c%eb%b9%84%ec%9e%90-%ec%a0%9c%ed%92%88-%ed%85%8c%ec%8a%a4%ed%8a%b8\/\" title=\"\ub274\uc695\uc5d0\uc11c\uc758 \uc18c\ube44\uc790 \uc81c\ud488 \ud14c\uc2a4\ud2b8\"  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\/ko\/%ec%a0%84%eb%ac%b8%ec%a0%81-%ec%a7%80%ec%8b%9d\/%ea%b2%bd%ed%97%98%ec%9d%98-%ec%9d%b4%eb%a0%a5%ec%84%9c\/%ea%b0%9c%ec%9d%b8-%ec%9c%84%ec%83%9d%ec%9a%a9%ed%92%88-%ec%8b%9c%ec%9e%a5-%ec%a1%b0%ec%82%ac\/\" title=\"\uac1c\uc778 \uc704\uc0dd \uc81c\ud488 \uc2dc\uc7a5 \uc870\uc0ac\"  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>\uc18c\ube44\uc790 \ub274\ub85c\ub9c8\ucf00\ud305 \uc2dc\uc7a5 \uc870\uc0ac\uc5d0 \ub300\ud574 \uc790\uc138\ud788 \uc54c\uc544\ubcf4\uc138\uc694.<\/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\/ko\/wp-json\/wp\/v2\/posts\/12070","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.sisinternational.com\/ko\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.sisinternational.com\/ko\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.sisinternational.com\/ko\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/www.sisinternational.com\/ko\/wp-json\/wp\/v2\/comments?post=12070"}],"version-history":[{"count":5,"href":"https:\/\/www.sisinternational.com\/ko\/wp-json\/wp\/v2\/posts\/12070\/revisions"}],"predecessor-version":[{"id":81576,"href":"https:\/\/www.sisinternational.com\/ko\/wp-json\/wp\/v2\/posts\/12070\/revisions\/81576"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.sisinternational.com\/ko\/wp-json\/wp\/v2\/media\/64417"}],"wp:attachment":[{"href":"https:\/\/www.sisinternational.com\/ko\/wp-json\/wp\/v2\/media?parent=12070"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.sisinternational.com\/ko\/wp-json\/wp\/v2\/categories?post=12070"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.sisinternational.com\/ko\/wp-json\/wp\/v2\/tags?post=12070"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}