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.
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.
Ruyi Qiu, Tsinghua University
Xiaoang Wan, Tsinghua University
NA - Advances in Consumer Research Volume 46 | 2018
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