COGNITIVE BIASES IN PRIVATE BRANDING (A FMRI EXPERIMENT OF OVER-THE-COUNTER DRUGS)

Cinzia Di Dio, G Lugli, Dt Vergura, B. Luceri

Risultato della ricerca: Contributo in rivistaArticolo in rivista

Abstract

The present study aims to analyze the neural mechanisms involved in private label choice by means of fMRI. The purpose is to answer to the following question: is the mental process that leads to the choice of a private lable similar to that developed for the industrial brand?
Lingua originaleEnglish
pagine (da-a)105-123
Numero di pagine19
RivistaMERCATI E COMPETITIVITÀ
DOI
Stato di pubblicazionePubblicato - 2012

Keywords

  • consumer behavior
  • neuromarketing
  • over-the-counter drugs
  • private lable

Fingerprint

Entra nei temi di ricerca di 'COGNITIVE BIASES IN PRIVATE BRANDING (A FMRI EXPERIMENT OF OVER-THE-COUNTER DRUGS)'. Insieme formano una fingerprint unica.

Cita questo