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 originale | Inglese |
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pagine (da-a) | 105-123 |
Numero di pagine | 19 |
Rivista | MERCATI E COMPETITIVITÀ |
DOI | |
Stato di pubblicazione | Pubblicato - 2012 |
Keywords
- consumer behavior
- neuromarketing
- over-the-counter drugs
- private lable