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

Authors

  • Franziska Rumpel
  • Michael Knuth
  • Michael Schaefer

DOI:

https://doi.org/10.24352/UB.OVGU-2018-374

Keywords:

Neuro market research, Involvement, Price Interest, Reward Circuitry

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.

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Published

2018-09-03

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Section

Artikel