Based on the aforementioned neuromarketing taste studies, it appears that consumers are influenced by familiarity and
price when making a purchasing decision. Examining taste tests and perception alone, it appears that some consumers are
influenced only by taste while others are influenced by price. Thus, the purpose of the present study is to investigate consumers’ willingness to switch from a preferred manufacturer brand to an unfamiliar private label brand if taste is perceived as identical. Different from previous studies, we accomplish this by measuring EEG activity while participants taste the two brands individually, make an assessment based on taste alone, and then provide additional feedback after learning about price differences. Measuring EEG activity coupled with the survey assessment of the beverages gives a comparison of participant decision-making to physiological reflections of decision-making including emotion
Based on the aforementioned neuromarketing taste studies, it appears that consumers are influenced by familiarity and
price when making a purchasing decision. Examining taste tests and perception alone, it appears that some consumers are
influenced only by taste while others are influenced by price. Thus, the purpose of the present study is to investigate consumers’ willingness to switch from a preferred manufacturer brand to an unfamiliar private label brand if taste is perceived as identical. Different from previous studies, we accomplish this by measuring EEG activity while participants taste the two brands individually, make an assessment based on taste alone, and then provide additional feedback after learning about price differences. Measuring EEG activity coupled with the survey assessment of the beverages gives a comparison of participant decision-making to physiological reflections of decision-making including emotion
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