Bergh, Bram Van den; Dewitte, Siegfried; Warlop, Luk - In: Journal of Consumer Research 35 (2008) 1, pp. 85-97
Neuroscientific studies demonstrate that erotic stimuli activate the reward circuitry processing monetary and drug rewards. Theoretically, a general reward system may give rise to nonspecific effects: exposure to "hot stimuli" from one domain may thus affect decisions in a different domain. We...