Mundel, Juan; Huddleston, Patricia; Behe, Bridget; … - In: Journal of Product & Brand Management 27 (2018) 2, pp. 146-157
Purpose: This study aims to test the relationship between consumers’ perceptions of product type (utilitarian vs hedonic) and the attentional processes that underlie decision-making among minimally branded products. Design/methodology/approach: This study uses eye-tracking measures (i.e....