The Story of Taste: Using EEGs and Self-Reports to Understand Consumer Choice
نویسندگان
چکیده
The authors investigate consumers’ willingness to switch from a preferred manufacturer brand to an unfamiliar private-label brand if taste is perceived as identical. Consumer decisions are examined through recordings of electrical brain activity in the form of electroencephalograms (EEGs) and self-reported data captured in surveys. Results reveal a willingness of consumers to switch to a less-expensive brand when the quality is perceived to be the same as the more expensive counterpart. Cost saving options for consumers and advertising considerations for managers are discussed.
منابع مشابه
بررسی عوامل جامعهشناختی مؤثر بر سلیقه مخاطب باتوجهبه طراحی گرافیک* (مورد مطالعه موردی: دستمال کاغذی)
In contemporary Iranian society through the importance of "self" and "personal responsibility" and the rise of consumer society in life, power of choice has increased. The importance of the community's choice more than anything else is happening in the field of material and consumables and changing the face of Iran's major cities and the increasing attention to the most superficial part of cons...
متن کاملA Study on the Use of Social Media to Understand Consumer Preference: The Case of Starbucks
The paper seeks to identify Starbuck's experience in using social media, understand how social media is linked to customer knowledge management, and assess how social media services could have contributed to Starbucks success. Starbucks demonstrates versatility to engage customers and support different part of customer knowledge management strategy through various social media platforms, such a...
متن کاملGreen Product Consumers Segmentation Using Self-Organizing Maps in Iran
This study aims to segment the market based on demographical, psychological, and behavioral variables, and seeks to investigate their relationship with green consumer behavior. In this research, self-organizing maps are used to segment and to determine the features of green consumer behavior. This was a survey type of research study in which eight variables were selected from the demographical,...
متن کاملA Study of Ideological Strategies of Shahnameh in Production of Iranian Superiority Discourse: A Case Study of “The Story of Rostam and Chengesh”
Shahnameh of Ferdowsi has been continuously studied by numerous researchers and scholars from literary, mythological and cultural aspects. One of the rarely and less noticed issues in this regard is investigating the ideological role and function of language in this piece of literature based on a certain adopted theory and method. In other words, the writers of this article try to understand ho...
متن کاملAssessing the role of self efficacy and social tendencies in green purchase intention and behaviour
The present study was carried out aimed to investigate the role of self efficacy and social tendencies in green purchase intention and behavior. This study is considered as an applied research in terms of purpose and descriptive-survey research in terms of data collection method. In this study, the statistical population includes all consumers of organic products supplied at Ofogh Koorosh chain...
متن کامل