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Novel versus familiar brands: An analysis of neurophysiology, response latency, and choice

Reimann, Martin; Castaño, Raquel; Zaichkowsky, Judith; … - In: Marketing Letters 23 (2012) 3, pp. 745-759

Two experiments were conducted to analyze neurophysiological activation, response latency, and actual brand choice concerning novel and familiar brands. The results show that (1) the choice of novel brands (compared to the choice of familiar brands) is preceded by increased activation of both...

Persistent link: https://www.econbiz.de/10010989705

Brand-aid

Reimann, Martin; Rios, Sandra; Castaño, Raquel - In: Journal of consumer research : JCR ; an … 44 (2017) 3, pp. 673-691

Persistent link: https://www.econbiz.de/10011755407

Novel versus familiar brands : an analysis of neurophysiology, response latency, and choice

Reimann, Martin; Castaño, Raquel; Zaichkowsky, Judith Lynne - In: Marketing letters : a journal of research in marketing 23 (2012) 3, pp. 745-759

Persistent link: https://www.econbiz.de/10009579972

How we relate to brands : psychological and neurophysiological insights into consumer-brand relationships

Reimann, Martin; Castaño, Raquel; Zaichkowsky, Judith Lynne - In: Journal of consumer psychology : JCP : the official … 22 (2012) 1, pp. 128-142

Persistent link: https://www.econbiz.de/10009548885

Nonconscious processes in consumer behavior : a review of prior literature and implications for marketing

Martinez, Israel; Castaño, Raquel; Quintanilla, Claudia; … - In: Cracking the code : leveraging consumer psychology to …, (pp. 257-277). 2012

Persistent link: https://www.econbiz.de/10009349519

Metaphors and creativity : direct, moderating, and mediating effects

Marin, Alex; Reimann, Martin; Castaño, Raquel - In: Journal of consumer psychology : JCP : the official … 24 (2014) 2, pp. 290-297

Persistent link: https://www.econbiz.de/10010366225

How we relate to brands: Psychological and neurophysiological insights into consumer–brand relationships

Reimann, Martin; Castaño, Raquel; Zaichkowsky, Judith; … - In: Journal of consumer psychology : the official journal … 22 (2012) 1, pp. 128-143

Persistent link: https://www.econbiz.de/10009838782