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

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.



Citation:

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.

Authors

Mirja Hubert, Zeppelin University, Germany
Marco Hubert, Zeppelin University, Germany
Peter Kenning, Zeppelin University, Germany



Volume

NA - Advances in Consumer Research Volume 38 | 2011



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