Explicit and Implicit Factors That Determine Private Labels’ Possible Purchase: Eyetracking and EEG Research Cover

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Explicit and Implicit Factors That Determine Private Labels’ Possible Purchase: Eyetracking and EEG Research

International Journal of Management and Economics

Volume 54 (2018): Issue 1 (March 2018)

By: Urszula Garczarek-Bąk

Open Access

|Mar 2018

Figures & Tables

Comparing the price knowledge in terms of frontal alpha asymmetry measurement for both product categories

	A	B	L	S	P	T
Food products
Z	–1.647^a	–0.625^a	–1.155^b	–0.582^b	–1.306^a	–1.874^a
Asymp. sig.*	0.100	0.532	0.125	0.394	0.191	0.061
Hygiene products
Z	–1.533^b	–0.144^b	–0.966^a	–1.420^b	–0.057^a	–0.852^b
Asymp. sig.*	0.125	0.900	0.334	0.156	0.955	0.394

Spearman correlations between private-label purchase probability and the categories explicit and implicit variables

		Explicit factors					Implicit factors
Mean Q	F/ H	Age	Income	Esthetic assessment	PL familiarity	Service quality	Mean EEG – purchase probability assessment	Mean EEG – esthetics	Mean ET – esthetic sensitivity
Auchan	F	0.512				0.669		–0.462
	H			–0.441
Biedronka	F			0.741			0.544
	H				0.559				0.440
Lidl	F					0.616
	H		0.600				–0.572
Piotr i Paweł	F
	H	–0.472
Tesco	F
	H							0.680

Comparisons between genders in terms of total fixation time for both product categories (version with the price)

	A	B	L	S	P	T
Food products
Mann–Whitney U	26.000	27.000	31.000	30.000	32.000	23.000
Wilcoxon W	62.000	63.000	67.000	66.000	68.000	59.000
Z	–0.630	–0.525	–0.105	–0.210	0.000	–0.954
Asymp. sig.^a	0.529	0.600	0.916	0.834	1.000	0.345
Exact sig.^b	0.574^b	0.645^b	0.959^b	0.878^b	1.000^b	0.382^b
Hygiene products
Mann–Whitney U	25.000	30.000	26.000	21.000	32.000	26.500
Wilcoxon W	61.000	66.000	62.000	57.000	68.000	62.500
Z	–0.735	–0.210	–0.630	–1.155	0.000	–0.578
Asymp. sig.^a	0.462	0.834	0.529	0.248	1.000	0.563
Exact sig.^b	0.505^c	0.878^c	0.574^c	0.279^c	1.000^c	0.574^c

DOI: https://doi.org/10.2478/ijme-2018-0004 | Journal eISSN: 2543-5361 | Journal ISSN: 2299-9701

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Language: English

Page range: 36 - 49

Submitted on: Apr 11, 2017

Accepted on: Feb 26, 2018

Published on: Mar 29, 2018

Published by: Warsaw School of Economics

In partnership with: Paradigm Publishing Services

Publication frequency: 4 issues per year

Keywords:

neuromarketing,

private labels,

consumer behavior

Related subjects:

Business and economics,

Political economics,

Economic theory, systems and structures,

Business management,

Management accounting, financial controlling, cost calculation, investment

© 2018 Urszula Garczarek-Bąk, published by Warsaw School of Economics
This work is licensed under the Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 License.

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