What Really Matters When Differentiating: a Neuroscientific Approach
Prior research is inconclusive about which aspects of differentiation really matter to consumers, specifically in marketplaces where competitors essentially offer products with identical core attributes such as quality. The authors apply state-of-the-art neuroscientific methodology to fill this research gap. Using functional magnetic resonance imaging (fMRI), relevant affective and cognitive processes of three distinct differentiation aspects – packaging design differentiation, brand differentiation, and price differentiation – were identified. Important implications for research and marketing management are discussed.
Citation:
Martin Reimann, Carolin Neuhaus, and Margit Enke (2009) ,"What Really Matters When Differentiating: a Neuroscientific Approach", in NA - Advances in Consumer Research Volume 36, eds. Ann L. McGill and Sharon Shavitt, Duluth, MN : Association for Consumer Research, Pages: 951-951.
Authors
Martin Reimann, Stanford University, USA
Carolin Neuhaus, University of Bonn, Germany
Margit Enke, Technical University Freiberg, Germany
Volume
NA - Advances in Consumer Research Volume 36 | 2009
Share Proceeding
Featured papers
See MoreFeatured
Trust the Polls? Neural and Recall Responses Provide Alternative Predictors of Political Outcomes
Samuel B Barnett, Northwestern University, USA
Andres Campero, Massachusetts Institute of Technology, USA
Ronen Zilberman, Massachusetts Institute of Technology, USA
Chris Rose, New York University, USA
Aaron Robinson, Northwestern University, USA
Moran Cerf, Northwestern University, USA
Featured
Globalizing from the Periphery: The Role of Consumer Paratextual Translation
Angela Gracia B. Cruz, Monash University, Australia
Yuri Seo, University of Auckland, New Zealand
Itir Binay, Monash University, Australia
Featured
L13. The Recipient Effect on Consumers’ Preference for Products Displayed in Different Horizontal Locations
Sheng Bi, Washington State University, USA
Nik Nikolov, Washington State University, USA
Julio Sevilla, University of Georgia, USA