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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.
Available at:
https://digitalcommons.kennesaw.edu/kjur/vol2/iss1/5