INFLUENCES OF BRAND IN SUBJECTIVE MAGNITUDE OF CHOCOLATE TASTE
Journal Title: European Journal of Business and Social Sciences - Year 2014, Vol 3, Issue 3
Abstract
The aim of our study was to understand the influence of the brand in the shop decision of consumers. We evaluate 12 subjects (24.6 yrs old, ± 4.3 yrs, 3 females), measuring their judgment only to brand, to taste and to taste knowing the brand using the Direct Ratio Magnitude Estimation (RME). The RME is a psychophysical scaling method to get direct subjective impression of physical stimulus. One brand was chosen as a reference brand (modulus) and received a numerical value of 100. The subject task was to give relative numbers to other brands in the way that if the brand evocates an impression two times better, the subject have to assign a two times the reference number. The procedure was the same for the other two experimental conditions: taste and taste knowing the brand. The exponent of the power law was used as the quantification of the subject’s magnitude. The exponent obtained to brand was 0.34 (Pearson‘s Correlation Coefficient r= 0.94) and the obtained to taste was 0.55 (r= 0.97). We can theoretically estimate the exponent to taste knowing brand using the following equation A=b¹/b². So, the theoretical exponent calculated was 0.63. Our empirical exponent obtained for that experimental condition taste knowing brand was 0.71 (r= 0.91). We successfully use direct ration magnitude estimation to quantify the subjective “preference†for chocolates considering two dimensions, taste and brand. Our data suggest that the association of taste and brand inputs a more powerful effect on the decision about how good the chocolate is, since the empirical exponent to taste knowing brand is higher than that theoretically calculated. In conclusion, we can suggest that brand has a strong bias in the decision.
Authors and Affiliations
Marcelo Fernandes Costa| (Corresponding Author) Departamento de Psicologia Experimental Instituto de Psicologia, Núcleo de Neurociências e Comportamento e Neurociências Aplicadas, Universidade de São Paulo, São Paulo, Brasil. Universidade de São Paulo Av. Prof. Mello Moraes, 1721 Bloco A, sala D-9 05508-030 Butantã, São Paulo, SP, Brasil Phone: +55 11 3091 1918 costamf@usp.br, Lucas René Copelli| Núcleo de Neurociências e Comportamento e Neurociências Aplicadas, Universidade de São Paulo, São Paulo, Brasil
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