Neural correlates for price involvement in purchase decisions with regards to fast-moving-consumer-goods

Autor:	Franziska Rumpel, Michael Knuth, Micheal Schaefer
Rok vydání:	2008
Předmět:	internet Neuro market research Involvement Price Interest Reward Circuitry
ISSN:	2628-1724
DOI:	10.24352/ub.ovgu-2018-374
Popis:	Some customers are loyal to their favorite brands, others easily switch between them. A new technique is available to assess differences in brand related behavior. We assume that price and brand-conscious participants show nearly the same activations in emotionally associated brain areas. Price-conscious participants also show an activation of cognitive associated regions. We employed functional magnet resonance imaging during a preference judgment task for fast mov-ing consumer goods. We discuss the results with differences in product and price specific in-volvement and advance that involvement of price-conscious participants is higher because of a higher price interest. Working papers series, ISSN 2628-1724, 2008, Heft 33
Databáze:	OpenAIRE
Externí odkaz:	https://explore.openaire.eu/search/publication?articleId=doi_dedup___::ed46f0f3674fa6d85f4ad4472033f307 Zobrazit plný text záznamu