<abstract xmlns="http://www.w3.org/1999/xhtml"><p> 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.</p></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.

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

International Journal of Management and Economics

This work is licensed under the Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 License.

Objective: This paper investigates the explicit and implicit factors affecting private-label (PL) products’ possible purchase decision for different retailers....

	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

		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

	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

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

Article Category: Research Article

Published Online: Mar 29, 2018

Page range: 36 - 49

Received: Apr 11, 2017

Accepted: Feb 26, 2018

DOI: https://doi.org/10.2478/ijme-2018-0004

Keywords
neuromarketing, EEG, eyetracking, private labels, consumer behavior

© 2018 Urszula Garczarek-Bąk, published by Sciendo

This work is licensed under the Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 License.

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

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

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

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

Article Category: Research Article

Published Online: Mar 29, 2018

Page range: 36 - 49

Received: Apr 11, 2017

Accepted: Feb 26, 2018

DOI: https://doi.org/10.2478/ijme-2018-0004

Keywordsneuromarketing, EEG, eyetracking, private labels, consumer behavior

© 2018 Urszula Garczarek-Bąk, published by Sciendo

This work is licensed under the Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 License.

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

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

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

Keywords
neuromarketing, EEG, eyetracking, private labels, consumer behavior