Better branding: brand names can influence consumer choice

摘要: Purpose – Researchers agree that the choice of brand name for a product can alter consumers ' judgment about and their purchase decision-making process. With competition getting fiercer quality becoming more homogenous, “better” be decisive in if compare several products. The purpose this research is to offer new physiological insights how names are processed consumer s brain order identify potential determinants names. Design/methodology/approach Using valence activation ratings, reaction time, functional magnetic resonance imaging (fMRI), authors show interaction key dimensions with process, as well neurophysiological basis preference certain types Findings shows it has positive effect on include hints at the...