Purchase prediction and brand loyalty: Studying hedonic forecasting and reward to establish approach behaviors

Traditionally product assessment before and after its launch has relied primarily on verbalisations and surveys; these methods offer great insight regarding consumer's opinion and cultural perception.

Purchase prediction and brand loyalty: Studying hedonic forecasting and reward to establish approach behaviors

Alejandro Salgado, Maria Jose Calvo, Maria Fernanda Gomez and Carlos VelascoNeurosketch, Colombia

INTRODUCTION

Consumer behavior has been widely studied using different approaches; one of the most recent is neuroscience (Ariely and Berns, 2010). The study of the nervous system provides new questions and dimensions to study the consumer which were previously hidden and offers evidence to support the notion that decision making is not an exclusively rational process, rather many of our decisions and judgments are automatic and even...

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