Things Become Appealing When I Win: Neural Evidence of the Influence of Competition Outcomes on Brand Preference

Against the background of an increasingly competitive market environment, the current study aimed to investigate whether and how victory and defeat, as two critical factors in competition outcomes, would affect consumers’ preference of unfamiliar brands. In the experiment, participants’ status of vi...

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Detalles Bibliográficos
Autores principales: Yu, Wenjun, Sun, Zhongqiang, Xu, Taiwei, Ma, Qingguo
Formato: Online Artículo Texto
Lenguaje:English
Publicado: Frontiers Media S.A. 2018
Materias:
Neuroscience
Acceso en línea:https://www.ncbi.nlm.nih.gov/pmc/articles/PMC6212656/
https://www.ncbi.nlm.nih.gov/pubmed/30416426
http://dx.doi.org/10.3389/fnins.2018.00779

Internet

https://www.ncbi.nlm.nih.gov/pmc/articles/PMC6212656/
https://www.ncbi.nlm.nih.gov/pubmed/30416426
http://dx.doi.org/10.3389/fnins.2018.00779

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