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Open AccessArticle

The Influence of Price on Purchase Intentions: Comparative Study between Cognitive, Sensory, and Neurophysiological Experiments

1
Marketing Department, Escola Superior Propaganda e Marketing, São Paulo 04018-010, Brazil
2
Programa de Pós-graduação Scricto Senso em Ensino de Ciências e Matemática, Department of Administrative Sciences, Universidade de Caxias do Sul–UCS, Caxias do Sul 95070-560, Brazil
*
Author to whom correspondence should be addressed.
Behav. Sci. 2021, 11(2), 16; https://doi.org/10.3390/bs11020016
Received: 15 November 2020 / Revised: 21 December 2020 / Accepted: 4 January 2021 / Published: 25 January 2021
(This article belongs to the Special Issue Consumption, Identity, Demographics and Self-Concept)
Price is considered one of the most important attributes in consumer’s choice. On the other hand, consumer’s knowledge about price tends to be imprecise. This study aims at providing new insights analyzing consumers’ perception of retail store brand (focused on Skin Care Products) comparing with two other skin care products, a premium, and a popular national brand. Second, to analyze the association price versus quality variables in the purchasing decision process. Third, to demonstrate the influence of both, unconscious and cognitive process during the purchase choice intention. Through Neuromarketing tools and protocols (quantitative and qualitative), the study exposes participants to a blind test of the three products and asks participants to talk about their sensory impressions like scent, feelings, and products texture. Using facial electromyography (EMG) and eye-tracker devices we measured consumers’ responses when we introduced price and brand name variables, by this way comparing unconscious and cognitive responses. The findings showed that an unconscious decision could be change when new variables were revealed. The study showed how conscious price variable was the major influence in their purchase intention. View Full-Text
Keywords: store brands; consumer perception; brand recognition; eye-tracker; facial reader store brands; consumer perception; brand recognition; eye-tracker; facial reader
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MDPI and ACS Style

Levrini, G.R.D.; Jeffman dos Santos, M. The Influence of Price on Purchase Intentions: Comparative Study between Cognitive, Sensory, and Neurophysiological Experiments. Behav. Sci. 2021, 11, 16. https://doi.org/10.3390/bs11020016

AMA Style

Levrini GRD, Jeffman dos Santos M. The Influence of Price on Purchase Intentions: Comparative Study between Cognitive, Sensory, and Neurophysiological Experiments. Behavioral Sciences. 2021; 11(2):16. https://doi.org/10.3390/bs11020016

Chicago/Turabian Style

Levrini, Gabriel R.D.; Jeffman dos Santos, Mirela. 2021. "The Influence of Price on Purchase Intentions: Comparative Study between Cognitive, Sensory, and Neurophysiological Experiments" Behav. Sci. 11, no. 2: 16. https://doi.org/10.3390/bs11020016

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