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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

Managing Consumer Uncertainty in the Adoption of New Products: Temporal Distance and Mental Simulation

Castaño, Raquel; Sujan, Mita; Kacker, Manish; Sujan, Harish - In: Journal of marketing research : JMR 45 (2008) 3, pp. 320-336

Persistent link: https://www.econbiz.de/10008052523

Consumer behaviour and coping strategies in an economic crisis : evidence from Mexico

Castaño, Raquel; Parra, Isabella A.; Zavala, Alba María - In: International journal of business competition and … 1 (2011) 4, pp. 332-345

Persistent link: https://www.econbiz.de/10009958572

Understanding technolgoy adoption processes of Low-Income Consumers

Castaño, Raquel; Lozano, Gerardo; Martinez, Raúl; … - In: International journal of business competition and … 2 (2012) 1, pp. 37-51

Persistent link: https://www.econbiz.de/10009958577

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

Green consumer behavior in an emerging economy: confusion, credibility, and compatibility

Carrete, Lorena; Castaño, Raquel; Felix, Reto; … - In: The journal of consumer marketing 29 (2012) 7, pp. 470-482

Persistent link: https://www.econbiz.de/10010036854