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

Abstract

Objective: This paper investigates the explicit and implicit factors affecting private-label (PL) products’ possible purchase decision for different retailers. Design: The study uses eyetracking and electroencephalography (EEG) to explore the differences in eye movement and brain activity for PL products. This article examines how approach motivation, measured by total fixation duration and by EEG asymmetry over the frontal hemisphere of the brain, predicts PL purchase decision. Findings: This study investigates implicit variables that can influence consumers’ willingness to PL purchase. The relatively greater left frontal activation (i.e., higher approach motivation) during the predecision period predicted an affirmative purchase decision in some cases. The eyetracking study did not reveal differences between women’s and men’s esthetics sensitivity toward the presented PL products. EEG research proved that consumers were not influenced by the PL product price. Originality/value: Literature lacks credible information on young buyers’ behavior in the context of PL products. This paper elaborates on PL perception, revealing the neural origins of the associated psychological processes.

Health and Non-Health Determinants of Consumer Behavior toward Private Label Products—A Systematic Literature Review

“…We performed an SLR analysis on 44 studies related to consumer behavior toward PL products. The studies evaluated various factors determining the purchase of PL products, including perceived quality [54][55][56]59,65,69,72,73,82,83,85,88,89,[91][92][93], packaging [55,56,69,73,86,93], price [29,38,59,63,64,[69][70][71][72][73][74][75]77,78,82,83,86,[88][89][90][91][92], health aspects [29,54,84,87], and brand loyalty [58,…”

“…Table 2 presents general information pertaining to the studies included in the SLR. The SLR included studies published between 2000 and 2021 as follows: seven studies from the period 2020-2021 [43,[54][55][56][57][58][59], nine studies from the period 2018-2019 [16,[60][61][62][63][64][65][66][67], 10 studies from the period 2015-2017 [38,[68][69][70][71][72][73][74][75][76], six studies from the period 2010-2014 [29,[77][78][79][80][81], and 12 studies from the period 2000-2009 [82][83][84][85][86][87][88][89][90][91][92][93]. The most frequently used research method was questionnaire survey (20 studies).…”

“…18 items: 5-point Likert scale Garczarek-B ąk (2018) [65] To investigate the factors affecting PL products' possible purchase decisions for different retailers. To analyze how motivation, measured by total fixation duration using EEG asymmetry over the frontal hemisphere of the brain, predicts PL purchase.…”

The Cognitive Component of Academic Teachers’ Attitudes Towards E-Learning – Research Report

“…204), who believes that "attitudes are strengthened by beliefs (cognitive component), are most often associated with strong feelings (emotional component) and generate specific behaviours (behavioural component or component of the propensity to act)" (Alharbi & Drew, 2004;Howe & Krosnick, 2016) . The first two are of key importance in the formation of an individual's attitude and its subsequent changes (or stabilisation), while the third component is usually perceived as a tendency to act or react towards a specific object (Garczarek-Bąk, 2017;Halim et al ., 2021) . component), are most often associated with strong feelings (emotional component) and generate specific behaviours (behavioural component or component of the propensity to act)" (Alharbi & Drew, 2004;Howe & Krosnick, 2016).…”

“…component), are most often associated with strong feelings (emotional component) and generate specific behaviours (behavioural component or component of the propensity to act)" (Alharbi & Drew, 2004;Howe & Krosnick, 2016). The first two are of key importance in the formation of an individual's attitude and its subsequent changes (or stabilisation), while the third component is usually perceived as a tendency to act or react towards a specific object (Garczarek-Bąk, 2017;Halim et al, 2021). The "cube" in the Figure 1 indicates the intensity of individual components of attitude, on the basis of which their names are determined.…”