Open Access. Powered by Scholars. Published by Universities.®

Social and Behavioral Sciences Commons

Open Access. Powered by Scholars. Published by Universities.®

2012

Business

Kennesaw State University

Consumer behavior

Articles 1 - 1 of 1

Full-Text Articles in Social and Behavioral Sciences

The Story Of Taste: Using Eegs And Self-Reports To Understand Consumer Choice, Charnetta Brown, Adriane B. Randolph, Janée N. Burkhalter Jul 2012

The Story Of Taste: Using Eegs And Self-Reports To Understand Consumer Choice, Charnetta Brown, Adriane B. Randolph, Janée N. Burkhalter

The Kennesaw Journal of Undergraduate Research

The authors investigate consumers’ willingness to switch from a preferred manufacturer brand to an unfamiliar private-label brand if taste is perceived as identical. Consumer decisions are examined through recordings of electrical brain activity in the form of electroencephalograms (EEGs) and self-reported data captured in surveys. Results reveal a willingness of consumers to switch to a less-expensive brand when the quality is perceived to be the same as the more expensive counterpart. Cost saving options for consumers and advertising considerations for managers are discussed.