Neural correlates for price involvement in purchase decisions with regards to fast-moving-consumer-goods
AbstractSome 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.
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Bibliographic InfoPaper provided by Otto-von-Guericke University Magdeburg, Faculty of Economics and Management in its series FEMM Working Papers with number 08033.
Length: 31 pages
Date of creation: Dec 2008
Date of revision:
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internet Neuro market research; Involvement; Price Interest; Reward Circuitry;
This paper has been announced in the following NEP Reports:
- NEP-ALL-2009-03-28 (All new papers)
- NEP-EXP-2009-03-28 (Experimental Economics)
- NEP-MKT-2009-03-28 (Marketing)
- NEP-NEU-2009-03-28 (Neuroeconomics)
Please report citation or reference errors to , or , if you are the registered author of the cited work, log in to your RePEc Author Service profile, click on "citations" and make appropriate adjustments.:
- Dr. Peter Kenning & Hilke Plassmann, 2004. "NeuroEconomics," Experimental 0412005, EconWPA.
- Mittal, Banwari & Lee, Myung-Soo, 1989. "A causal model of consumer involvement," Journal of Economic Psychology, Elsevier, vol. 10(3), pages 363-389, November.
- Zaichkowsky, Judith Lynne, 1985. " Measuring the Involvement Construct," Journal of Consumer Research, University of Chicago Press, vol. 12(3), pages 341-52, December.
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