Merely Being with you Increases My Attention to Luxury Products: Using EEG to Understand Consumers’ Emotional Experience with Luxury Branded Products

Pozharliev, Rumen; Verbeke, Willem J.M.I.; Van Strien, Jan W.; Bagozzi, Richard P.

doi:10.1509/jmr.13.0560

Merely Being with you Increases My Attention to Luxury Products: Using EEG to Understand Consumers’ Emotional Experience with Luxury Branded Products

Electrophysiological and hemodynamic studies provide substantial evidence of dissimilar brain responses when people view emotional compared with neutral pictures. This study investigates consumer brain responses underpinning passive viewing of luxury (high emotional value) versus basic (low emoti…