New Economics Papers
on Neuroeconomics
Issue of 2009‒03‒28
one paper chosen by
Daniela Raeva

  1. Neural correlates for price involvement in purchase decisions with regards to fast-moving-consumer-goods By Franziska Rumpel; Michael Knuth; Micheal Schaefer

  1. By: Franziska Rumpel (Faculty of Economics and Management, Otto-von-Guericke University Magdeburg); Michael Knuth (Faculty of Economics and Management, Otto-von-Guericke University Magdeburg); Micheal Schaefer (Faculty of Economics and Management, Otto-von-Guericke University Magdeburg)
    Abstract: 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.
    Keywords: internet Neuro market research, Involvement, Price Interest, Reward Circuitry
    Date: 2008–12

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