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Commentaries and Rejoinder to "Trade-off Aversion as an Explanation for the Attraction Effect: A Functional Magnetic Resonance Imaging Study"

The article "Commentaries and Rejoinder to 'Trade-off Aversion as an Explanation for the Attraction Effect: A Functional Magnetic Resonance Imaging Study'" (Huettel et al., 2009) presents a collection of commentaries and the authors' response to their previous work on trade-off aversion and the attraction effect. Using functional magnetic resonance imaging (fMRI), the authors explored how neural mechanisms underpin consumer decision-making when faced with trade-offs between competing options. The paper discusses alternative explanations and critiques from other scholars, providing further insight into the cognitive and neural processes involved in decision-making. This rejoinder clarifies key aspects of their initial findings and explores the broader implications of neuroeconomic research for understanding consumer behavior in marketing.

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