We Are What We Know: Using Consumer Neuroscience to Build a Better Understanding of Price Knowledge

Price-knowledge is an important topic in consumer research. In an fMRI-study we assessed how task-dependent price-knowledge affects neural activation, price-memory, price-knowledge, and choice processes. We found that price-knowledge is a dynamic construct that is influenced by unconscious processes and that a (neuro)physiological perspective can add value for consumer research.


Marco Hubert, Marc Linzmajer, Peter Kenning, and Mirja Hubert (2016) ,"We Are What We Know: Using Consumer Neuroscience to Build a Better Understanding of Price Knowledge", in NA - Advances in Consumer Research Volume 44, eds. Page Moreau, Stefano Puntoni, and , Duluth, MN : Association for Consumer Research, Pages: 59-64.


Marco Hubert, Zeppelin University, Germany
Marc Linzmajer, University of St. Gallen, Switzerland
Peter Kenning, University of Düsseldorf, Germany
Mirja Hubert, Zeppelin University, Germany


NA - Advances in Consumer Research Volume 44 | 2016

Share Proceeding

Featured papers

See More


Consumer Response to Innovations: The Differential Effects of Focused and Defocused Attention on Perceived Novelty, Usefulness and Symbolism

Katarina Hellén, Univeristy of Vaasa
Maria Sääksjärvi, Delft University of Technology, The Netherlands

Read More


Turning the Titanic: Creating Consumer-Centric Cultures and Improved Consumer Experience in Large, Established Health Care Systems

Gregory Carpenter, Northwestern University, USA
Beth Leavenworth DuFault, University at Albany
Ashlee Humphreys, Northwestern University - Medill, USA
Lez Ecima Trujillo Torres, University of Illinois at Chicago, USA

Read More


Love is Blind: How Sensory Liking Impacts Perceptions of Unbranded Products

Jennifer L Stoner, University of North Dakota
Maria A Rodas, University of Minnesota, USA

Read More

Engage with Us

Becoming an Association for Consumer Research member is simple. Membership in ACR is relatively inexpensive, but brings significant benefits to its members.