Abstract
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. Consumer decisions are examined through EEGs and surveys with results revealing a switch. Cost saving options for consumers and advertising for managers are discussed.
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Brown, C., Randolph, A.B., Burkhalter, J.N. (2015). Is This What i Think it is? The Frontal Lobe and Influences on Taste. In: Dato-on, M. (eds) The Sustainable Global Marketplace. Developments in Marketing Science: Proceedings of the Academy of Marketing Science. Springer, Cham. https://doi.org/10.1007/978-3-319-10873-5_23
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DOI: https://doi.org/10.1007/978-3-319-10873-5_23
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