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

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