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Several authors investigates the relationship between the rational and the emotional product purchasing. They normally associates the emotional purchasing with a lower time response, and the rational with a faster one, because of the time needed to think. We use the FMRI technique to find out if this is really happening, and we compare this two buying tasks with pure rational or cognitive task, to investigate if this one is similar to the rational buying process. As we can see in the discussion, the times that people need to buy both rational and emotional types of products are very similar, and different to the time needed to perform a cognitive task.

Analysis of Response Times When Purchasing Rational And Emotional Products, Compared to A Cognitive Task. A Study Using FMRI.