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Spotlighting Customers' Visual Attention at the Stock, Shelf and Store Levels with the 3S Model
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Published on: May 24, 2019

Influence of branding on preference-based decision making.

Marios G Philiastides1, Roger Ratcliff

  • 1Institute of Neuroscience and Psychology, University of Glasgow, 58 Hillhead St., Glasgow G12 8QB, United Kingdom. marios.philiastides@gmail.com

Psychological Science
|May 23, 2013
PubMed
Summary

Branding influences consumer choices by altering how subjective value information is integrated over time during decision-making. This research reveals branding biases stem from changes in this integration rate.

Keywords:
biasbrandingcognitive processesdecision makingdiffusion modeldrift rateevidence accumulationjudgmentpreferencesresponse bias

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Area of Science:

  • Cognitive Psychology
  • Neuroscience
  • Marketing Science

Background:

  • Consumer choices are heavily influenced by branding, yet the underlying psychological mechanisms are not fully understood.
  • Decision-making processes are complex, involving the integration of various internal and external factors.

Purpose of the Study:

  • To investigate the psychological mechanisms through which branding impacts consumer decision-making.
  • To identify specific internal processing components affected by branding cues.

Main Methods:

  • Utilized a preference-based decision-making task.
  • Employed computational modeling to analyze choice behavior and internal processing.
  • Focused on the temporal integration of subjective value information.

Main Results:

  • A computational model involving noisy temporal integration accurately predicted preference-based choices.
  • Branding-induced biases were found to be directly related to alterations in the rate of this integration process.
  • Evidence suggests branding information and subjective preferences are combined into a unified evidence stream.

Conclusions:

  • Branding exerts its influence on choice behavior by modulating the temporal integration of value information.
  • The findings provide a mechanistic explanation for how branding affects decision-making at a cognitive level.
  • This study bridges marketing concepts with cognitive neuroscience through computational modeling.