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.



Citation:

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.

Authors

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



Volume

NA - Advances in Consumer Research Volume 44 | 2016



Share Proceeding

Featured papers

See More

Featured

J1. The Effect of Identity Abstractness on Information Processing Styles

Woojin Choi, University of Seoul
Min Jung Kim, Manhattan College
HyukJin Kwon, University of Seoul
Jiyun Kang, Texas State University

Read More

Featured

Dimming the Light Offers A Creative Lens: The Impact of Ambient Illuminance on Creativity Assessment

Chen Wang, Drexel University, USA
Ravi Mehta, University of Illinois at Urbana-Champaign, USA
Rui (Juliet) Zhu, Cheung Kong Graduate School of Business, China
Jennifer Argo, University of Alberta, Canada

Read More

Featured

Magic Hands? How Hand-Holding Appeal, Food Type, and Contamination Effects Impact Food Advertising Effectiveness

Chun-Tuan Chang, National Sun Yat-sen University
Xing-Yu (Marcos) Chu, Nanjing University
Chun-Chen Tsai, National Sun Yat-sen University
Dickson Tok, National Sun Yat-sen University

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.