Do Retail Brands Bias Consumer Decision Making? - an Fmri-Study on Retail Brand Frames and the Evaluation of Product Packaging

Mirja Hubert, Zeppelin University, Germany
Marco Hubert, Zeppelin University, Germany
Peter Kenning, Zeppelin University, Germany
In economic and psychological theory there is evidence that the manner (“framing”) in which a choice-problem is presented, can affect people’s preferences. To add a new theoretical perspective to this research stream, we investigated the neural correlates of retail-brand-frames and analysed how participants’ product evaluation is biased by the framing-information.
[ to cite ]:
Mirja Hubert, Marco Hubert, and Peter Kenning (2011) ,"Do Retail Brands Bias Consumer Decision Making? - an Fmri-Study on Retail Brand Frames and the Evaluation of Product Packaging", in NA - Advances in Consumer Research Volume 38, eds. Darren W. Dahl, Gita V. Johar, and Stijn M.J. van Osselaer, Duluth, MN : Association for Consumer Research.