Oxytocin increases perceived competence and social-emotional engagement with brands

Humans express loyalty to consumer brands much like they do in human relationships. The neuroactive chemical oxytocin is an important biological substrate of human attachment and this study tested whether consumer-brand relationships can be influenced by oxytocin administration. We present a mathema...

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Detalles Bibliográficos
Autores principales: Barraza, Jorge A., Hu, Xinbo, Terris, Elizabeth T., Wang, Chuan, Zak, Paul J.
Formato: Online Artículo Texto
Lenguaje:English
Publicado: Public Library of Science 2021
Materias:
Research Article
Acceso en línea:https://www.ncbi.nlm.nih.gov/pmc/articles/PMC8631632/
https://www.ncbi.nlm.nih.gov/pubmed/34847200
http://dx.doi.org/10.1371/journal.pone.0260589

Internet

https://www.ncbi.nlm.nih.gov/pmc/articles/PMC8631632/
https://www.ncbi.nlm.nih.gov/pubmed/34847200
http://dx.doi.org/10.1371/journal.pone.0260589

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