This file is part of IDEAS, which uses RePEc data


[ Papers | Articles | Software | Books | Chapters | Authors | Institutions | JEL Classification | NEP reports | Search | New papers by email | Author registration | Rankings | Volunteers | FAQ | Blog | Help! ]

Neural correlates of the affect heuristic during brand choice

Author info | Abstract | Publisher info | Download info | Related research | Statistics
Author Info
Hilke Plassmann (Stanford NeuroEconomics Lab, Stanford University)
Peter Kenning (Department of General Management,)
Michael Deppe (Department of Neurology, University of Muenster)
Harald Kugel (Department of Radiology, University of Muenster)
Wolfram Schwindt (Department of Radiology, University of Muenster)

Additional information is available for the following registered author(s):

Abstract

In this working paper it is investigated how affect and cognition interact in consumer decision making. The research framework is multidisciplinary by applying a neuroscientific method to answer the question which information is processed during brand choice immediately when the decision is computed in the test person’s brain. In a neuroscientific experiment test persons perform binary decision-making tasks between different brands of the same product class. The results suggest that the presence of the respondent’s first choice brand leads to a specific modulation of the neural brain activity, which can be described as neural correlate of Slovic’s affect heuristic concept.

Download Info
To download:

If you experience problems downloading a file, check if you have the proper application to view it first. Information about this may be contained in the File-Format links below. In case of further problems read the IDEAS help page. Note that these files are not on the IDEAS site. Please be patient as the files may be large.

File URL: http://129.3.20.41/eps/exp/papers/0509/0509004.pdf
File Format: application/pdf
File Function:
Download Restriction: no

Publisher Info
Paper provided by EconWPA in its series Experimental with number 0509004.

Download reference. The following formats are available: HTML (with abstract), plain text (with abstract), BibTeX, RIS (EndNote, RefMan, ProCite), ReDIF
Length: 36 pages
Date of creation: 29 Sep 2005
Date of revision:
Handle: RePEc:wpa:wuwpex:0509004

Note: Type of Document - pdf; pages: 36
Contact details of provider:
Web page: http://129.3.20.41

For technical questions regarding this item, or to correct its listing, contact: (EconWPA).

Related research
Keywords: Neuroeconomics; brand choice; cognition; affect;

Find related papers by JEL classification:
C9 - Mathematical and Quantitative Methods - - Design of Experiments

This paper has been announced in the following NEP Reports:

References listed on IDEAS
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.:
  1. Herr, Paul M & Page, Christine M, 2004. " Asymmetric Association of Liking and Disliking Judgments: So What's Not to Like?," Journal of Consumer Research: An Interdisciplinary Quarterly, University of Chicago Press, vol. 30(4), pages 588-601, March.
  2. Holbrook, Morris B & Batra, Rajeev, 1987. " Assessing the Role of Emotions as Mediators of Consumer Responses to Advertising," Journal of Consumer Research: An Interdisciplinary Quarterly, University of Chicago Press, vol. 14(3), pages 404-20, December.
  3. Kahneman, Daniel & Ritov, Ilana & Schkade, David A, 1999. "Economic Preferences or Attitude Expressions?: An Analysis of Dollar Responses to Public Issues," Journal of Risk and Uncertainty, Springer, vol. 19(1-3), pages 203-35, December. [Downloadable!] (restricted)
  4. Mano, Haim & Oliver, Richard L, 1993. " Assessing the Dimensionality and Structure of the Consumption Experience: Evaluation, Feeling, and Satisfaction," Journal of Consumer Research: An Interdisciplinary Quarterly, University of Chicago Press, vol. 20(3), pages 451-66, December.
  5. Erevelles, Sunil, 1998. "The Role of Affect in Marketing," Journal of Business Research, Elsevier, vol. 42(3), pages 199-215, July. [Downloadable!] (restricted)
  6. Kahn, Barbara E & Isen, Alice M, 1993. " The Influence of Positive Affect on Variety Seeking among Safe, Enjoyable Products," Journal of Consumer Research: An Interdisciplinary Quarterly, University of Chicago Press, vol. 20(2), pages 257-70, September.
  7. Holbrook, Morris B & Hirschman, Elizabeth C, 1982. " The Experiential Aspects of Consumption: Consumer Fantasies, Feelings, and Fun," Journal of Consumer Research: An Interdisciplinary Quarterly, University of Chicago Press, vol. 9(2), pages 132-40, September.
  8. Adaval, Rashmi, 2003. " How Good Gets Better and Bad Gets Worse: Understanding the Impact of Affect on Evaluations of Known Brands," Journal of Consumer Research: An Interdisciplinary Quarterly, University of Chicago Press, vol. 30(3), pages 352-67, December.
  9. Babin, Barry J & Darden, William R & Griffin, Mitch, 1994. " Work and/or Fun: Measuring Hedonic and Utilitarian Shopping Value," Journal of Consumer Research: An Interdisciplinary Quarterly, University of Chicago Press, vol. 20(4), pages 644-56, March.
  10. Garbarino, Ellen C & Edell, Julie A, 1997. " Cognitive Effort, Affect, and Choice," Journal of Consumer Research: An Interdisciplinary Quarterly, University of Chicago Press, vol. 24(2), pages 147-58, September.
  11. Carmon, Ziv & Wertenbroch, Klaus & Zeelenberg, Marcel, 2003. " Option Attachment: When Deliberating Makes Choosing Feel Like Losing," Journal of Consumer Research: An Interdisciplinary Quarterly, University of Chicago Press, vol. 30(1), pages 15-29, June.
  12. Kahneman, Daniel & Tversky, Amos, 1979. "Prospect Theory: An Analysis of Decision under Risk," Econometrica, Econometric Society, vol. 47(2), pages 263-91, March. [Downloadable!] (restricted)
  13. Bettman, James R & Luce, Mary Frances & Payne, John W, 1998. " Constructive Consumer Choice Processes," Journal of Consumer Research: An Interdisciplinary Quarterly, University of Chicago Press, vol. 25(3), pages 187-217, December.
  14. van Osselaer, Stijn M J & Janiszewski, Chris, 2001. " Two Ways of Learning Brand Associations," Journal of Consumer Research: An Interdisciplinary Quarterly, University of Chicago Press, vol. 28(2), pages 202-23, September.
  15. Havlena, William J & Holbrook, Morris B, 1986. " The Varieties of Consumption Experience: Comparing Two Typologies of Emotion in Consumer Behavior," Journal of Consumer Research: An Interdisciplinary Quarterly, University of Chicago Press, vol. 13(3), pages 394-404, December.
  16. Holbrook, Morris B, et al, 1984. " Play as a Consumption Experience: The Roles of Emotions, Performance, and Personality in the Enjoyment of Games," Journal of Consumer Research: An Interdisciplinary Quarterly, University of Chicago Press, vol. 11(2), pages 728-39, September.
  17. Bargh, John A, 2002. " Losing Consciousness: Automatic Influences on Consumer Judgment, Behavior, and Motivation," Journal of Consumer Research: An Interdisciplinary Quarterly, University of Chicago Press, vol. 29(2), pages 280-85, September.
  18. Williams, Patti & Aaker, Jennifer L, 2002. " Can Mixed Emotions Peacefully Coexist?," Journal of Consumer Research: An Interdisciplinary Quarterly, University of Chicago Press, vol. 28(4), pages 636-49, March.
  19. Shiv, Baba & Fedorikhin, Alexander, 1999. " Heart and Mind in Conflict: The Interplay of Affect and Cognition in Consumer Decision Making," Journal of Consumer Research: An Interdisciplinary Quarterly, University of Chicago Press, vol. 26(3), pages 278-92, December.
  20. Fournier, Susan, 1998. " Consumers and Their Brands: Developing Relationship Theory in Consumer Research," Journal of Consumer Research: An Interdisciplinary Quarterly, University of Chicago Press, vol. 24(4), pages 343-73, March.
  21. Lee, Angela Y & Sternthal, Brian, 1999. " The Effects of Positive Mood on Memory," Journal of Consumer Research: An Interdisciplinary Quarterly, University of Chicago Press, vol. 26(2), pages 115-27, September.
  22. Jacoby, Jacob & Szybillo, Geroge J & Busato-Schach, Jacqueline, 1977. " Information Acquisition Behavior in Brand Choice Situations," Journal of Consumer Research: An Interdisciplinary Quarterly, University of Chicago Press, vol. 3(4), pages 209-16, March.
  23. Edell, Julie A & Burke, Marian Chapman, 1987. " The Power of Feelings in Understanding Advertising Effects," Journal of Consumer Research: An Interdisciplinary Quarterly, University of Chicago Press, vol. 14(3), pages 421-33, December.
Full references

Statistics
Access and download statistics

Did you know? Springer Verlag was the first commercial publisher to be listed on RePEc.

This page was last updated on 2009-10-29.

This information is provided to you by IDEAS at the Department of Economics, College of Liberal Arts and Sciences, University of Connecticut using RePEc data on a server sponsored by the Society for Economic Dynamics.