| 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 |
| URL: |
http://d.repec.org/n?u=RePEc:mag:wpaper:08033&r=neu |