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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...
| Autores principales: | , , , |
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| Formato: | Online Artículo Texto |
| Lenguaje: | English |
| Publicado: |
Frontiers Media S.A.
2018
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| Materias: | |
| 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 |