Abstract This research analyzes the neural implications of choosing the retail brand instead of the industrial brand, by means of an experiment using functional magnetic resonance imaging (fMRI). We found that the preferred brand is not the only one that stimulates emotional affiliation; that the information on price increases the level of concentration; that the higher the price differential between the private label and the industrial brand, the greater the emotional involvement. The results suggest that the price positioning of the two types of brand represent a strategic choice that assumes a value which is not strictly confined to the category boundary.
Cognitive biases in private branding (A fMRI experiment of over-the counter drugs) / Lugli, Gianpiero; Vergura, Donata Tania; Di Dio, C.; Luceri, Beatrice. - ELETTRONICO. - (2011), pp. 1-37. (Intervento presentato al convegno 16th EAERCD Conference 2011 tenutosi a Parma nel 29 giugno - 1 luglio 2011).
Cognitive biases in private branding (A fMRI experiment of over-the counter drugs)
LUGLI, Gianpiero;VERGURA, Donata Tania;LUCERI, Beatrice
2011-01-01
Abstract
Abstract This research analyzes the neural implications of choosing the retail brand instead of the industrial brand, by means of an experiment using functional magnetic resonance imaging (fMRI). We found that the preferred brand is not the only one that stimulates emotional affiliation; that the information on price increases the level of concentration; that the higher the price differential between the private label and the industrial brand, the greater the emotional involvement. The results suggest that the price positioning of the two types of brand represent a strategic choice that assumes a value which is not strictly confined to the category boundary.I documenti in IRIS sono protetti da copyright e tutti i diritti sono riservati, salvo diversa indicazione.
