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