The Role of Motivation in Marketing Placebo Effects
Much recent research has studied whether marketing-based expectancies such as price and brand quality beliefs influence the consumption experience and subsequent behavior, but almost no research has examined individual differences in “marketing placebo effects” (MPE). In her keynote presentation, Hilke Plassmann discusses the effect marketing-based expectancies have on the behavioral and neural measures of the consumption experience. She will talk about individual differences and the brain processes underlying expectancy and valuation during consumption and the marketing actions can modulate neural representations of experienced pleasantness.
- Understanding how price and brand quality beliefs influence the consumer experience
- How product attributes (packaging, quality claims, and brand names) influence consumption enjoyment
- The implications for consumers and marketing departments
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