產品傷害機(product harm crises)在市場上是一種經常發生的狀況，一般對產品傷害危機的定義是指公司生產或代理的產品被發現有瑕疵或危險性，而這些有問題的商品除了會對公司聲譽、收益及市場佔有率產生不利的影響，也會導致代價高昂的產品回收及其對品牌權益的傷害，因此對類似的產品傷害危機進行有效的管理，已經成為現代企業危機管理最優先要面對的課題。
討論產品傷害危機對消費者購買意願的影響，許多與之相關的消費者行為的理解是由消費者學習理論(consumer learning theory)為基礎推論而來。消費者學習理論旨在探討消費者在產品傷害危機前、中、後，因為對產品的品質認知發生改變，進而影響消費者的購買行為。但是經由分析比較以往消費者學習理論的相關文獻，發現文獻中存在重大的歧義，文獻認為除非消費者所接受到的訊息和其原來的認知相反，否則其所認知的品質是一個常數；而另外有許多文獻則認為，所有的訊息來源，都會對消費者對品質的認知產生改變或一定程度的影響；前者，可歸類於原始型消費者學習理論(Original Consumer Learning Theory)的研究範疇；而後者則屬於改良型學習理論(Revised Consumer Learning Theory)的研究範圍。
本研究利用功能性磁振造影，針對不同的性別，研究在產品傷害危機發生後，消費者大腦皮質的腦活化反應。其目的是希望找出，在產品傷害危機後，如果對消費者施以負面的口碑效應刺激後，原始型消費者學習理論或改良型消費者學習理論，何者較符合人類的思考模式。這在以往的學術文獻中從來沒有類似的研究。實驗結果顯示，男性和女性在產品傷害危機後，如果對消費者施以負面的口碑效應刺激後，對產品知覺品質改變有很大的不同。男性不論施以何種刺激，其大腦皮質腦活化影像幾乎無改變；而女性則會受資訊類型及與訊息傳播者間的關係，而有顯著的變化，因此應可合理的推論，原始型學習理論較符合男性思考的慣性；而改良型學習理論較符合女性的思考模式。

The purpose of this paper is to examine the impact of gender on the neural substrates of theories of consumer behavior (i.e., the original compared with the revised versions of the Consumer Learning Theory) and whether gender influences brain activation associated with word-of-mouth (WOM) communications (i.e., information specificity, source expertise, and tie strength) after a product harm crisis. This article also discusses the WOM effects of product quality perception, negative emotion, and purchase intentions by precise localizing brain activity.
This study applied functional Magnetic Resonance Imaging (fMRI) to measure the brain activity (i.e., the BOLD signals) during the negative WOM communication after a product harm crisis. The male participants treat the product quality as a constant and tend to support the Original Consumer Learning Theory. The female participants; however, showed differentiable brain activation across three factors, suggesting a dynamic representation for the product quality (i.e., not a constant), and appear to be more sensitive to the Revised Consumer Learning Theory.
This paper concluded that the original Consumer Learning Theory applies to males and the revised version applies to females. Therefore, gender determines whether the original or the revised version of the Consumer Learning Theory works in consumers’ decision-making. And the extant of research has not focused on the information after the product harm crises, in terms of whether the information being communicated is specific or tensile through WOM communication.

1.Aggarwal, P., & Mazumdar, T. (2008). Decision delegation: A conceptualization and empirical investigation. Psychology & Marketing, 25(1), 71-93.
2.Aguirre, G. K., Feinberg, F. T., & Farah, M. J. (2003). Functional imaging in behavioral neurology and cognitive neuropsychology. In Behavioral neurology and cognitive neuropsychology (2nd ed.), McGraw-Hill.
3.Amodio, D. M., & Frith, C. D. (2006). Meeting of minds: the medial frontal cortex and social cognition. Nature Reviews Neuroscience, 7(4), 268-277.
4.Arndt, J. (1967), Word-of-mouth advertising and informal communication in cox, in Cox, D. F. (Ed.), Risk Taking and Information Handling in Consumer Behavior, Harvard University Presss, Boston, MA, USA, pp. 188-239.
5.Ashburner, J., Barnes,G., Chen, C.-C., Daunizeau, J., Flandin,G., Friston, K., et al. (2010), SPM8 manual. London: Functional Imaging Laboratory.
6.Ashburner, J., Neelin, P., Collins, D. L., Evans, A., & Friston, K. (1997). Incorporating prior knowledge into image registration. Neuroimage, 6(4), 344-352.
7.Berger, J., Sorensen, A. T., & Rasmussen, S. J. (2010). Positive effects of negative publicity: When negative reviews increase sales. Marketing Science, 29(5), 815-827.
8.Berns, G. S. (1999). Functional neuroimaging. Life sciences, 65(24), 2531-2540.
9.Berridge, Kent C. "Food reward: brain substrates of wanting and liking." Neuroscience & Biobehavioral Reviews 20.1 (1996): 1-25.
10.Birnbaum, M. H., & Stegner, S. E. (1979). Source credibility in social judgment: Bias, expertise, and the judge's point of view. Journal of Personality and Social Psychology, 37(1), 48-74.
11.Bohner, G., Ruder, M., & Erb, H. P. (2002). When expertise backfires: Contrast and assimilation effects in persuasion. British Journal of Social Psychology, 41(4), 495-519.
12.Bonaccio, S., & Dalal, R. S. (2006). Advice taking and decision-making: An integrative literature review, and implications for the organizational sciences. Organizational Behavior and Human Decision Processes, 101(2), 127-151.
13.Bone, P. F. (1995). Word-of-mouth effects on short-term and long-term product judgments. Journal of business research, 32(3), 213-223.
14.Braeutigam, S. (2005). Neuroeconomics - From neural systems to economic behaviour. Brain research bulletin, 67(5), 355-360.
15.Braunsberger, K., & Munch, J. M. (1998). Source expertise versus experience effects in hospital advertising. Journal of Services Marketing, 12(1), 23-38.
16.Breiter, H. C., Aharon, I., Kahneman, D., Dale, A., & Shizgal, P. (2001). Functional imaging of neural responses to expectancy and experience of monetary gains and losses. Neuron, 30(2), 619-639.
17.Brown, J. J., & Reingen, P. H. (1987). Social ties and word-of-mouth referral behavior. Journal of Consumer research, 14(3), 350-362.
18.Camerer, C., Loewenstein, G., & Prelec, D. (2005). Neuroeconomics: How neuroscience can inform economics. Journal of economic Literature, 43(1), 9-64.
19.Castellion, G., & Markham, S. K. (2013). Perspective: new product failure rates: influence of argumentum ad populum and self‐interest. Journal of Product Innovation Management, 30(5), 976-979.
20.Chen, Y., Ganesan, S., & Liu, Y. (2009). Does a firm's product-recall strategy affect its financial value? An examination of strategic alternatives during product-harm crises. Journal of Marketing, 73(6), 214-226.
21.Chevalier, J. A., & Mayzlin, D. (2006). The effect of word of mouth on sales: Online book reviews. Journal of marketing research, 43(3), 345-354.
22.Cleeren, K., Van Heerde, H. J., & Dekimpe, M. G. (2013). Rising from the ashes: How brands and categories can overcome product-harm crises. Journal of Marketing, 77(2), 58-77.
23.Cohen, M. X., Krohn-Grimberghe, A., Elger, C. E., & Weber, B. (2007). Dopamine gene predicts the brain's response to dopaminergic drug. European Journal of Neuroscience, 26(12), 3652-3660.
24.Christoff, K., & Owen, A. M. (2006). Improving reverse neuroimaging inference: cognitive domain versus cognitive complexity. Trends in Cognitive Sciences, 10(8), 352-353.
25.Chung, C. M., & Tsai, Q. (2009). The effects of regulatory focus and tie strength on word-of-mouth behaviour. Asia Pacific Journal of Marketing and Logistics, 21(3), 329-341.
26.Dale, A. M. (1999). Optimal experimental design for event-related fMRI. Human brain mapping, 8(2-3), 109-114.
27.D'ardenne, K., McClure, S. M., Nystrom, L. E., & Cohen, J. D. (2008). BOLD responses reflecting dopaminergic signals in the human ventral tegmental area. Science, 319(5867), 1264-1267.
28.Davies, H., & Walters, M. (1998). Do all crises have to become disasters? Risk and risk mitigation. Property Management, 16(1), 5-9.
29.Dawar, N., & Pillutla, M. M. (2000). Impact of product-harm crises on brand equity: The moderating role of consumer expectations. Journal of marketing research, 37(2), 215-226.
30.Delgado, M. R. (2007). Reward‐related responses in the human striatum. Annals of the New York Academy of Sciences, 1104(1), 70-88.
31.Delgado, M. R., Frank, R. H., & Phelps, E. A. (2005). Perceptions of moral character modulate the neural systems of reward during the trust game. Nature neuroscience, 8(11), 1611.
32.Dodosh, M. (2000). Firestone Woes Create Opportunity. ADVERTISING AGE, 71(39), 105.
33.Dutta, S., & Pullig, C. (2011). Effectiveness of corporate responses to brand crises: The role of crisis type and response strategies. Journal of Business Research, 64(12), 1281-1287.
34.Eric, M P. (2017). Addressing Sex as a Biological Variable. Journal of Neuroscience Research, 95, 11.
35.Feick, L. F., & Price, L. L. (1987). The market maven: A diffuser of marketplace information. The Journal of Marketing, 83-97.
36.Feldman, J. M., & Lynch, J. G. (1988). Self-generated validity and other effects of measurement on belief, attitude, intention, and behavior. Journal of applied Psychology, 73(3), 421.
37.Fields, H. L., Hjelmstad, G. O., Margolis, E. B., & Nicola, S. M. (2007). Ventral tegmental area neurons in learned appetitive behavior and positive reinforcement. Annu. Rev. Neurosci., 30, 289-316.
38.Fisher, C. E., Chin, L., & Klitzman, R. (2010). Defining neuromarketing: Practices and professional challenges. Harvard review of psychiatry, 18(4), 230-237.
39.Fliessbach, K., Weber, B., Trautner, P., Dohmen, T., Sunde, U., Elger, C. E., & Falk, A. (2007). Social comparison affects reward-related brain activity in the human ventral striatum. Science, 318(5854), 1305-1308.
40.Folkes, V. S. (1988). Recent attribution research in consumer behavior: A review and new directions. Journal of consumer research, 14(4), 548-565.
41.Galarpe, K. (2011). Taiwanese products with DEHP named. abs-cbnNEWS, May 31.
42.Garvin, D. A. (1996). Competing on the eight dimensions of quality. IEEE Engineering Management Review, 24(1), 15-23.
43.Gilly, M. C., Graham, J. L., Wolfinbarger, M. F., & Yale, L. J. (1998). A dyadic study of interpersonal information search. Journal of the Academy of Marketing Science, 26(2), 83-100.
44.Godes, D., & Mayzlin, D. (2004). Using online conversations to study word-of-mouth communication. Marketing science, 23(4), 545-560.
45.Granovetter, M. S. (1973). The strength of weak ties. American journal of sociology, 78(6), 1360-1380.
46.Greene, J. D., Sommerville, R. B., Nystrom, L. E., Darley, J. M., & Cohen, J. D. (2001). An fMRI investigation of emotional engagement in moral judgment. Science, 293(5537), 2105-2108.
47.Gusnard, D. A., & Raichle, M. E. (2001). Searching for a baseline: functional imaging and the resting human brain. Nature Reviews Neuroscience, 2(10), 685-694.
48.Henson, R. (2006). Forward inference using functional neuroimaging: Dissociations versus associations. Trends in cognitive sciences, 10(2), 64-69.
49.Herr, P. M., Kardes, F. R., & Kim, J. (1991). Effects of word-of-mouth and product-attribute information on persuasion: An accessibility-diagnosticity perspective. Journal of consumer research, 17(4), 454-462.
50.Huang, M., Cai, F., Tsang, A. S., & Zhou, N. (2011). Making your online voice loud: the critical role of WOM information. European Journal of Marketing, 45(7/8), 1277-1297.
51.Huettel, S. A., Song, A. W., & McCarthy, G. (2004). Functional magnetic resonance imaging (Vol. 1). Sunderland: Sinauer Associates.
52.Ingalhalikar, M., Smith, A., Parker, D., Satterthwaite, T. D., Elliott, M. A., Ruparel, K., ... & Verma, R. (2014). Sex differences in the structural connectome of the human brain. Proceedings of the National Academy of Sciences, 111(2), 823-828.
53.Jungermann, H., & Fischer, K. (2005). Using expertise and experience for giving and taking advice. The routines of decision making, 157-173.
54.Kan, I. P., Barsalou, L. W., Olseth Solomon, K., Minor, J. K., & Thompson-Schill, S. L. (2003). Role of mental imagery in a property verification task: fMRI evidence for perceptual representations of conceptual knowledge. Cognitive Neuropsychology, 20(3-6), 525-540.
55.Kardes, F. R. (1988). Spontaneous inference processes in advertising: The effects of conclusion omission and involvement on persuasion. Journal of Consumer Research, 15(2), 225-233.
56.Kenning, P., & Plassmann, H. (2005). NeuroEconomics: An overview from an economic perspective. Brain Research Bulletin, 67(5), 343-354.
57.Kroeber-Riel, W. (1979). Activation research: Psychobiological approaches in consumer research. Journal of Consumer Research, 5(4), 240-250.
58.Penny, W. D., Friston, K. J., Ashburner, J. T., Kiebel, S. J., & Nichols, T. E. (Eds.). (2011). Statistical parametric mapping: the analysis of functional brain images. Academic press.
59.Kassin, S. M. (1979). Consensus information, prediction, and causal attribution: A review of the literature and issues. Journal of Personality and Social Psychology, 37(11), 1966.
60.Keister, L. A. (1999). Where do strong ties come from? A dyad analysis of the strength of interfirm exchange relations during China's economic transition. The International Journal of Organizational Analysis, 7(1), 5-24.
61.Khan, U. (2010). The rosy side of negative emotions. Advances in Consumer Research, 37, 263-266.
62.Klein, A., Andersson, J., Ardekani, B. A., Ashburner, J., Avants, B., Chiang, M. C., ... & Song, J. H. (2009). Evaluation of 14 nonlinear deformation algorithms applied to human brain MRI registration. Neuroimage, 46(3), 786-802.
63.Klucharev, V., Smidts, A., & Fernández, G. (2008). Brain mechanisms of persuasion: how ‘expert power’modulates memory and attitudes. Social cognitive and affective neuroscience, 3(4), 353-366.
64.Knutson, B., Adams, C. M., Fong, G. W., & Hommer, D. (2001). Anticipation of increasing monetary reward selectively recruits nucleus accumbens. Journal of Neuroscience, 21(16), RC159-RC159.
65.Knutson, B., & Bossaerts, P. (2007). Neural antecedents of financial decisions. Journal of Neuroscience, 27(31), 8174-8177.
66.Knutson, B., & Wimmer, G. E. (2007). Splitting the difference. Annals of the New York Academy of Sciences, 1104(1), 54-69.
67.Knutson, B., Rick, S., Wimmer, G. E., Prelec, D., & Loewenstein, G. (2007). Neural predictors of purchases. Neuron, 53(1), 147-156.
68.Kuhnen, C. M., & Knutson, B. (2005). The neural basis of financial risk taking. Neuron, 47(5), 763-770.
69.Laufer, D., & Coombs, W. T. (2006). How should a company respond to a product harm crisis? The role of corporate reputation and consumer-based cues. Business Horizons, 49(5), 379-385.
70.LeDoux, J. E. (2000). Emotion circuits in the brain. Annual review of neuroscience, 23(1), 155-184.
71.Lee, N., Broderick, A. J., & Chamberlain, L. (2007). What is ‘neuromarketing’? A discussion and agenda for future research. International journal of psychophysiology, 63(2), 199-204.
72.Lei, J., Dawar, N., & Gürhan-Canli, Z. (2012). Base-rate information in consumer attributions of product-harm crises. Journal of Marketing Research, 49(3), 336-348.
73.Lerbinger, O. (1997). The crisis manager: Facing risk and responsibility. Lawrence Erlbaum Associates, Mahwah, NJ, USA.
74.Lindström, M. & Underhill, P. (2010), Buyology: Truth and Lies about Why We Buy, Crown Business.
75.Loewenstein, G., Rick, S., & Cohen, J. D. (2008). Neuroeconomics. Annu. Rev. Psychol., 59, 647-672.
76.Logothetis, N. K. (2008). What we can do and what we cannot do with fMRI. Nature, 453(7197), 869-878.
77.Logothetis, N. K., & Wandell, B. A. (2004). Interpreting the BOLD signal. Annu. Rev. Physiol., 66, 735-769.
78.Marciani, L., Pfeiffer, J. C., Hort, J., Head, K., Bush, D., Taylor, A. J., ... & Gowland, P. A. (2006). Improved methods for fMRI studies of combined taste and aroma stimuli. Journal of neuroscience methods, 158(2), 186-194.
79.Mark, N. P. (2003). Culture and competition: Homophily and distancing explanations for cultural niches. American sociological review, 319-345.
80.Maxham III, J. G., & Netemeyer, R. G. (2002). A longitudinal study of complaining customers’ evaluations of multiple service failures and recovery efforts. Journal of marketing, 66(4), 57-71.
81.Mazzarol, T., Sweeney, J. C., & Soutar, G. N. (2007). Conceptualizing word-of-mouth activity, triggers and conditions: an exploratory study. European Journal of Marketing, 41(11/12), 1475-1494.
82.McClure, S. M., Li, J., Tomlin, D., Cypert, K. S., Montague, L. M., & Montague, P. R. (2004). Neural correlates of behavioral preference for culturally familiar drinks. Neuron, 44(2), 379-387.
83.Mehta, N., Rajiv, S., & Srinivasan, K. (2004). Role of forgetting in memory-based choice decisions: A structural model. Quantitative Marketing and Economics, 2(2), 107-140.
84.Meirovich, G., & Bahnan, N. (2008). Relationship between the components of product/service quality and the customers’ emotions and satisfaction. Journal of Industrial Engineering and Management, 1(2), 186-208.
85.Meyers-Levy, J., & Sternthal, B. (1993). A two-factor explanation of assimilation and contrast effects. Journal of marketing research, 359-368.
86.Mikl, M., Mareček, R., Hluštík, P., Pavlicová, M., Drastich, A., Chlebus, P., ... & Krupa, P. (2008). Effects of spatial smoothing on fMRI group inferences. Magnetic resonance imaging, 26(4), 490-503.
87.Mitroff, I. I. (2004). Crisis leadership: Planning for the unthinkable. John Wiley & Sons Inc., New York, NY, USA.
88.Mitroff, I. I., & Kilmann, R. (1984). Corporate tragedies: Product tampering, sabotage and other disasters, Praeger, New York, NY, USA.
89.Mobley, M. F., Bearden, W. O., & Teel, J. E. (1988). An investigation of individual responses to tensile price claims. Journal of Consumer Research, 15(2), 273-279.
90.Murray, E. A. (2007). The amygdala, reward and emotion. Trends in cognitive sciences, 11(11), 489-497.
91.Nelson, R. E. (1989). The strength of strong ties: Social networks and intergroup conflict in organizations. Academy of Management Journal, 32(2), 377-401.
92.Novemsky, N., & Kahneman, D. (2005). The boundaries of loss aversion. Journal of Marketing research, 42(2), 119-128.
93.O'Doherty, J., Kringelbach, M. L., Rolls, E. T., Hornak, J., & Andrews, C. (2001). Abstract reward and punishment representations in the human orbitofrontal cortex. Nature neuroscience, 4(1), 95.
94.Oldfield, R. C. (1971). The assessment and analysis of handedness: the Edinburgh inventory. Neuropsychologia, 9(1), 97-113.
95.Otto, S. D., Parry, B. L., Payne, C. R., Huefner, J. C., & Hunt, H. K. (2004). When consumers get upset: modeling the cost of store avoidance. Journal of Consumer Satisfaction, Dissatisfaction and Complaining Behavior, 17, 42.
96.Paulus, M. P., & Frank, L. R. (2003). Ventromedial prefrontal cortex activation is critical for preference judgments. Neuroreport, 14(10), 1311-1315.
97.Pennings, J. M., Wansink, B., & Meulenberg, M. T. (2002). A note on modeling consumer reactions to a crisis: The case of the mad cow disease. International Journal of research in Marketing, 19(1), 91-100.
98.Penny, W. D., Friston, K. J., Ashburner, J. T., Kiebel, S. J., & Nichols, T. E. (Eds.). (2011). Statistical parametric mapping: the analysis of functional brain images. Academic press.
99.People Daily (2008). The number of baby sufferers of milk powder incident reached 6244, among which 158 suffered from acute renal failure. September 17.
100.Phelps, E. A., O'Connor, K. J., Gatenby, J. C., Gore, J. C., Grillon, C., & Davis, M. (2001). Activation of the left amygdala to a cognitive representation of fear. Nature neuroscience, 4(4), 437-441.
101.Phillips, M. L., Young, A. W., Senior, C., Brammer, M., Andrew, C., Calder, A. J., ... & Gray, J. A. (1997). A specific neural substrate for perceiving facial expressions of disgust. Nature, 389(6650), 495-498.
102.Poldrack, R. A. (2006). Can cognitive processes be inferred from neuroimaging data?. Trends in cognitive sciences, 10(2), 59-63.
103.Poldrack, R. A. (2008). The role of fMRI in cognitive neuroscience: where do we stand?. Current opinion in neurobiology, 18(2), 223-227.
104.Pruitt, S. W., & Peterson, D. R. (1986). Security price reactions around product recall announcements. Journal of Financial Research, 9(2), 113-122.
105.Ravaja, N., Somervuori, O., & Salminen, M. (2013). Predicting purchase decision: The role of hemispheric asymmetry over the frontal cortex. Journal of Neuroscience, Psychology, and Economics, 6(1), 1.
106.Reimann, M., Schilke, O., Weber, B., Neuhaus, C., & Zaichkowsky, J. (2011). Functional magnetic resonance imaging in consumer research: A review and application. Psychology & Marketing, 28(6), 608-637.
107.Reimann, M., Zaichkowsky, J., Neuhaus, C., Bender, T., & Weber, B. (2010). Aesthetic package design: A behavioral, neural, and psychological investigation. Journal of Consumer Psychology, 20(4), 431-441.
108.Reingen, P. H., & Kernan, J. B. (1986). Analysis of referral networks in marketing: Methods and illustration. Journal of Marketing Research, 370-378.
109.Ruigrok, A. N., Salimi-Khorshidi, G., Lai, M. C., Baron-Cohen, S., Lombardo, M. V., Tait, R. J., & Suckling, J. (2014). A meta-analysis of sex differences in human brain structure. Neuroscience & Biobehavioral Reviews, 39, 34-50.
110.Renvoisé, P., & Morin, C. (2007). Neuromarketing: Understanding the buy buttons in your customer's brain. Harper Collins.
111.Rustichini, A. (2005). Neuroeconomics: Present and future. Games and economic Behavior, 52(2), 201-212.
112.Schwarz, N., & Bless, H. (2007). Mental construal processes: The inclusion/exclusion model. Assimilation and contrast in social psychology, 119-141.
113.Siomkos, G. J., & Kurzbard, G. (1994). The hidden crisis in product-harm crisis management. European journal of marketing, 28(2), 30-41.
114.Siomkos, G. J., Rao, S. S., & Narayanan, S. (2001). The influence of positive and negative affectivity on attitude change toward organizations. Journal of business and Psychology, 16(1), 151-161.
115.Skurnik, I., Yoon, C., Park, D. C., & Schwarz, N. (2005). How warnings about false claims become recommendations. Journal of Consumer Research, 31(4), 713-724.
116.Smith, K. M. (2013). Assessing the Emotional Pull of Advertising. Sport Management Undergraduate, http://fisherpub.sjfc.edu/sport_undergrad/70.
117.Smith, N. C., Thomas, R. J., & Quelch, J. A. (1997). A Strategic approach to managing product recalls. The Journal of Product Innovation Management, 3(14), 228-229.
118.Sniezek, J. A., & Van Swol, L. M. (2001). Trust, confidence, and expertise in a judge-advisor system. Organizational behavior and human decision processes, 84(2), 288-307.
119.Söderlund, M., & Rosengren, S. (2007). Receiving word-of-mouth from the service customer: An emotion-based effectiveness assessment. Journal of retailing and consumer services, 14(2), 123-136.
120.Stafford, G., Yu, L., & Armoo, A. K. (2002). Crisis management and recovery how Washington, DC, hotels responded to terrorism. The Cornell Hotel and Restaurant Administration Quarterly, 43(5), 27-40.
121.Su, W., & Tippins, M. J. (1998). Consumer attributions of product failure to channel members and self: the impacts of situational cues. Advances in Consumer Research, 25, 139-145.
122.Sung-Youl, J., Cha, T., & Aggarwal, P. (2011). How much better? The effect of tensile information on word-of-mouth effectiveness. Journal of Marketing Theory and Practice, 19(3), 263-276.
123.Swol, L. M., & Sniezek, J. A. (2005). Factors affecting the acceptance of expert advice. British Journal of Social Psychology, 44(3), 443-461.
124.Thompson, R. F., & Zola, S. M. (2003). Biological psychology. Handbook of psychology.
125.Trepel, C., Fox, C. R., & Poldrack, R. A. (2005). Prospect theory on the brain? Toward a cognitive neuroscience of decision under risk. Cognitive brain research, 23(1), 34-50.
126.Tversky, A., & Kahneman, D. (1981). The framing of decisions and the psychology of choice. Science, 453-458.
127.van den Bulte, C., & Wuyts, S. H. K. (2007). Social networks in marketing. MSI Relevant Knowledge Series.
128.van Gelderen, P., Ramsey, N. F., Liu, G., Duyn, J. H., Frank, J. A., Weinberger, D. R., & Moonen, C. T. (1995). Three-dimensional functional magnetic resonance imaging of human brain on a clinical 1.5-T scanner. Proceedings of the National Academy of Sciences, 92(15), 6906-6910.
129.van Heerde, H., Helsen, K., & Dekimpe, M. G. (2007). The impact of a product-harm crisis on marketing effectiveness. Marketing Science, 26(2), 230-245.
130.van Hoye, G., & Lievens, F. (2009). Tapping the grapevine: a closer look at word-of-mouth as a recruitment source. Journal of Applied Psychology, 94(2), 341.
131.Villanueva, J., Yoo, S., & Hanssens, D. M. (2008). The impact of marketing-induced versus word-of-mouth customer acquisition on customer equity growth. Journal of marketing Research, 45(1), 48-59.
132.von Leupoldt, A., Sommer, T., Kegat, S., Baumann, H. J., Klose, H., Dahme, B., & Büchel, C. (2008). The unpleasantness of perceived dyspnea is processed in the anterior insula and amygdala. American Journal of Respiratory and Critical Care Medicine, 177(9), 1026-1032.
133.Wager, T. D., Phan, K. L., Liberzon, I., & Taylor, S. F. (2003). Valence, gender, and lateralization of functional brain anatomy in emotion: a meta-analysis of findings from neuroimaging. Neuroimage, 19(3), 513-531.
134.Wallis, J. D. (2007). Orbitofrontal cortex and its contribution to decision-making. Annu. Rev. Neurosci., 30, 31-56.
135.Wallis, J. D., & Miller, E. K. (2003). Neuronal activity in primate dorsolateral and orbital prefrontal cortex during performance of a reward preference task. European Journal of Neuroscience, 18(7), 2069-2081.
136.Wang, A. (2006). When synergy in marketing communication online enhances audience response: The effects of varying advertising and product publicity messages. Journal of Advertising Research, 46(2), 160-170.
137.Weber, B., Aholt, A., Neuhaus, C., Trautner, P., Elger, C. E., & Teichert, T. (2007). Neural evidence for reference-dependence in real-market-transactions. Neuroimage, 35(1), 441-447.
138.Weis, S., Hoppe, C., Weber, B., Baumann, A., Fernández, G., & Elger, C. E. (2006). Why are celebrities effective in advertising? A functional MRI study. NeuroPsychoEconomics, 1, -17.
139.Williams, M., & Buttle, F. (2011). The eight pillars of WOM management: Lessons from a multiple case study. Australasian Marketing Journal (AMJ), 19(2), 85-92.
140.Wilson, J. R. (1991). Word-of-mouth marketing. Wiley, New York, USA.
141.Wise, R. A., & Rompre, P. P. (1989). Brain dopamine and reward. Annual review of psychology, 40(1), 191-225.
142.Wittmann, B. C., Bunzeck, N., Dolan, R. J., & Düzel, E. (2007). Anticipation of novelty recruits reward system and hippocampus while promoting recollection. Neuroimage, 38(1), 194-202.
143.Yamagishi, T., Cook, K. S., & Watabe, M. (1998). Uncertainty, trust, and commitment formation in the United States and Japan. American Journal of Sociology, 104(1), 165-194.
144.Yaniv, I. (2004). The benefit of additional opinions. Current directions in psychological science, 13(2), 75-78.
145.Yoon, C., Gutchess, A. H., Feinberg, F., & Polk, T. A. (2006). A functional magnetic resonance imaging study of neural dissociations between brand and person judgments. Journal of Consumer Research, 33(1), 31-40.
146.Zhao, Y., Zhao, Y., & Helsen, K. (2011). Consumer learning in a turbulent market environment: Modeling consumer choice dynamics after a product-harm crisis. Journal of Marketing Research, 48(2), 255-267.