Abstract:
Traditionally product assessment -before and after its launch- has relied primarily on verbalizations and surveys. These methods offer great insight regarding consumer's opinion and cultural perception. Recent research in neuroscience contributes to this perspective adding new tools to analyse how pleasure mechanisms predict and generate expectations. It also facilitates the understanding of how reward is involved in purchase behaviour and brand loyalty. We present a novel methodology to evaluate product competitiveness even before its launch; implications for ROI, brand positioning and product development are discussed.
This could also be of interest:
Research Papers
Brand loyalty and equity
Catalogue: New Monograph Series Vol.5: Brand Choice Modelling
Author: Ian D. Greig
 
June 15, 1998
Research Papers
Brand loyalty
Catalogue: ESOMAR Congress 1996: Changing Business Dynamics
Author: Ian D. Greig
 
September 1, 1996
Research Papers
Brand loyalty among mobile phone users
Catalogue: Latin America 2002
Authors: Paulo LuÃs Gomes Alves, Silvia Aquino
 
May 12, 2002
