Bundle Variety and Preference: a Neuromarketing Study Using Event-Related Potentials
The present even-related potentials study revealed an increase in the N2 and P1 components for more preferred bundles, as well as an increase in the N2 and P2 components for more varied bundles. These findings suggested both associations and dissociations between consumer preference and variety seeking.
Citation:
Ruyi Qiu and Xiaoang Wan (2018) ,"Bundle Variety and Preference: a Neuromarketing Study Using Event-Related Potentials", in NA - Advances in Consumer Research Volume 46, eds. Andrew Gershoff, Robert Kozinets, and Tiffany White, Duluth, MN : Association for Consumer Research, Pages: 759-760.
Authors
Ruyi Qiu, Tsinghua University
Xiaoang Wan, Tsinghua University
Volume
NA - Advances in Consumer Research Volume 46 | 2018
Share Proceeding
Featured papers
See MoreFeatured
Brands as Complex Social Processes
Andrea Hemetsberger, University of Innsbruck, Austria
Hans Mühlbacher, International University of Monaco
Eric J Arnould, Aalto University, Finland
Featured
R1. How Consumers Deal With Brand Failure-An Individual Differences Approach
Melika Kordrostami, California State University-San Bernardino
Elika Kordrostami, Rowan University
Featured
Public Discourse and Cultural Valorization in the Cancer Marketplace
Lez Ecima Trujillo Torres, University of Illinois at Chicago, USA
Benét DeBerry-Spence, University of Illinois at Chicago, USA
Søren TOLLESTRUP ASKEGAARD, University of Southern Denmark, Denmark
Sonya Grier, American University, USA