Charnetta Brown, Adriane B. Randolph, J. Burkhalter
The authors investigate consumers’ willingness to switch from a preferred manufacturer brand to an unfamiliar private-label brand if taste is perceived as identical. Consumer decisions are examined through recordings of electrical brain activity in the form of electroencephalograms (EEGs) and self-reported data captured in surveys. Results reveal a willingness of consumers to switch to a less-expensive brand when the quality is perceived to be the same as the more expensive counterpart. Cost saving options for consumers and advertising considerations for managers are discussed.
{"title":"The Story of Taste: Using EEGs and Self-Reports to Understand Consumer Choice","authors":"Charnetta Brown, Adriane B. Randolph, J. Burkhalter","doi":"10.32727/25.2019.5","DOIUrl":"https://doi.org/10.32727/25.2019.5","url":null,"abstract":"The authors investigate consumers’ willingness to switch from a preferred manufacturer brand to an unfamiliar private-label brand if taste is perceived as identical. Consumer decisions are examined through recordings of electrical brain activity in the form of electroencephalograms (EEGs) and self-reported data captured in surveys. Results reveal a willingness of consumers to switch to a less-expensive brand when the quality is perceived to be the same as the more expensive counterpart. Cost saving options for consumers and advertising considerations for managers are discussed.","PeriodicalId":166107,"journal":{"name":"Kennesaw Journal of Undergraduate Research","volume":"39 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"1900-01-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"126452804","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
The present research explores situations that demonstrate enhancing effects on motivation based on the amount of choice seen by individuals. Individuals who are intrinsically motivated see more choice in certain academic settings, including those that foster self-regulation and autonomy. Extrinsically motivated individuals are predicted to see more promise in reward and external regulation strategies. We identified six separate situations: a free will situation, a learning of materials situation, an instructor feedback situation, an extra credit situation, and two time-based situations. Four of these situations target a certain type of motivation, either intrinsic or extrinsic. The other two situations were used as a means to analyze pressure and tension due to time constraints. The goal of the present research was to identify correlations in these crafted situations with motivational measures from previous studies which examined choice and autonomy.
{"title":"Motivational Situations of Choice","authors":"Charles N. Elliott, Paul A. Story","doi":"10.32727/25.2019.12","DOIUrl":"https://doi.org/10.32727/25.2019.12","url":null,"abstract":"The present research explores situations that demonstrate enhancing effects on motivation based on the amount of choice seen by individuals. Individuals who are intrinsically motivated see more choice in certain academic settings, including those that foster self-regulation and autonomy. Extrinsically motivated individuals are predicted to see more promise in reward and external regulation strategies. We identified six separate situations: a free will situation, a learning of materials situation, an instructor feedback situation, an extra credit situation, and two time-based situations. Four of these situations target a certain type of motivation, either intrinsic or extrinsic. The other two situations were used as a means to analyze pressure and tension due to time constraints. The goal of the present research was to identify correlations in these crafted situations with motivational measures from previous studies which examined choice and autonomy.","PeriodicalId":166107,"journal":{"name":"Kennesaw Journal of Undergraduate Research","volume":"20 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"1900-01-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"115981841","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
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