# From brain variations to individual differences in the color–flavor incongruency effect: A combined virtual reality and resting-state fMRI study

> Research article (Journal of Business Research, 2020) · cited 38× · AI/ML

**Wikidata**: [openalex:W3094477616](https://www.wikidata.org/wiki/openalex:W3094477616)  
**Source**: https://4ort.xyz/entity/from-brain-variations-to-individual-differences-in-the-colorflavor-incongruency-effect-a-combined-virtual-reality-and-re