"The Story of Taste" by Charnetta Brown, Adriane B. Randolph et al.

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Article Title

The Story of Taste: Using EEGs and Self-Reports to Understand Consumer Choice

Authors

Charnetta Brown, Roosevelt UniversityFollow
Adriane B. Randolph, Kennesaw State UniversityFollow
Janée N. Burkhalter, Saint Joseph's UniversityFollow

Publication Date

May 2012

Abstract

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.

Recommended Citation

Brown, Charnetta; Randolph, Adriane B.; and Burkhalter, Janée N. (2012) "The Story of Taste: Using EEGs and Self-Reports to Understand Consumer Choice," The Kennesaw Journal of Undergraduate Research: Vol. 2 : Iss. 1 , Article 5.
DOI: 10.32727/25.2019.5
Available at: https://digitalcommons.kennesaw.edu/kjur/vol2/iss1/5

DOI

10.32727/25.2019.5

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