The role of fMRI in detecting attitude toward brand switching: an exploratory study using high technology products

Purpose: The purpose of this paper is to investigate the factors that underpin consumer attitude toward switching a product brand, using functional magnetic resonance imaging (fMRI) to study brain activity during the decision-making process. Most of the literature shows that in the past, conventional marketing research approaches have been used to study brand switching among consumers. However, there is a lack of understanding of the importance of evaluating brain activations during the decision-making process when a consumer is selecting a brand. Design/methodology/approach: The proposed model is a simplified version of consumer acceptance of technology model. This model accounts for cognitive and affect factors when choosing a product by including perceived usefulness and pleasure variables, respectively. An event-related fMRI experiment was designed and conducted using two smartphone brands. Findings: The level of brain activation at the ventromedial prefrontal cortex (vmPFC) increased when participants were asked to judge images that reflect brand perceived usefulness compared with judging images that reflect brand pleasure. Similarly, the higher the perceived usefulness of the other smartphone, the greater the activation of the vmPFC during decision-making to switch to that smartphone. Practical Implications: This study contributes to the literature on brand switching by exploring the importance of fMRI technique in evaluating brain activities during decision-making to adopt a brand. For managers, research findings would allow them to draft better marketing and advertisement strategies that enhance consumer perception value of high technology brands and positive emotional experience. Originality/value: Although the literature reports considerable research on brand switching, this is the first exploratory study to utilize fMRI to investigate consumer attitude toward switching. In addition, unlike most prior research, which uses generic products in fMRI studies, this study is utilizing high technology product to investigate the brand switching behavior. 2016, Emerald Group Publishing Limited.Scopu

The influence of product features on brand switching: the case of magnetic resonance imaging equipment

PurposeThis paper seeks to provide evidence that the long‐term success of capital‐intensive technology products requires continuous integration of innovations in the form of new features and capabilities that meet broad user preferences.Design/methodology/approachMagnetic resonance imaging (MRI) research centers, which represent lead users in this industry, are used as a case study. An online survey was developed to identify and rank the main factors behind brand switching, then secondary sources are used to confirm the research results.FindingsA multi‐faceted approach to data collection is used to show that product innovations in the form of specific features are the main motive for switching to a new technology, consistent with the expectation that lead users seek technologies that maintain leading‐edge positions.Research limitations/implicationsThere are limitations to generalizing from this case study to other industries. The findings can be generalized to industries with similar characteristics, such as aircraft and heavy machinery manufacturing. In practice, managers should find a reliable strategy to assess factors underpinning brand switching that is unique to their industry. Determining the main factors behind switching is a critical matter when defining the appropriate strategy to keep their market share from eroding.Originality/valueThe literature reports considerable research that investigates brand switching. However, most of it focuses on highly competitive markets for consumer goods. This paper addresses a paucity of knowledge about what influences lead users of capital‐intensive products to switch between brands.</jats:sec

Services marketing practices in diverse cultures: Canada compared to Qatar

Purpose The service marketing literature has traditionally argued that the marketing practices of service firms that operate in diverse cultures should also differ. This paper aims to investigate this argument by examining the marketing practices of service firms in two highly diverse countries “Canada and Qatar” in the context of a contemporary conceptual framework. Design/methodology/approach Survey data were collected in both countries using a self-administered questionnaire that was used in previous contemporary marketing practice (CMP) studies. The data analysis was conducted in two stages. First, descriptive statistics were used to determine cross-national differences in the intensity of use of various CMP activities in Qatar compared to Canada. Second, cross-national differences in various combinations of marketing practices were identified using a cluster analysis. Findings The results indicate that service firms in both countries have more similarities than differences and that the overall patterns of marketing practices are similar. In addition, the firms’ marketing practices reflect aspects of all four marketing approaches rather than just one. Research limitations/implications The study was conducted in only two countries, thus generalisability of its findings and conclusions may not be possible. Practical implications The results of this study can help marketers to better understand the changing marketing environment and identify new marketing solutions when operating in different environments. Originality/value This study enhances the literature on service marketing and expands the application of the CMP framework to a new context that has not been addressed in previous studies. </jats:sec

Services marketing practices in diverse cultures: Canada compared to Qatar

PurposeThe service marketing literature has traditionally argued that the marketing practices of service firms that operate in diverse cultures should also differ. This paper aims to investigate this argument by examining the marketing practices of service firms in two highly diverse countries “Canada and Qatar” in the context of a contemporary conceptual framework.Design/methodology/approachSurvey data were collected in both countries using a self-administered questionnaire that was used in previous contemporary marketing practice (CMP) studies. The data analysis was conducted in two stages. First, descriptive statistics were used to determine cross-national differences in the intensity of use of various CMP activities in Qatar compared to Canada. Second, cross-national differences in various combinations of marketing practices were identified using a cluster analysis.FindingsThe results indicate that service firms in both countries have more similarities than differences and that the overall patterns of marketing practices are similar. In addition, the firms’ marketing practices reflect aspects of all four marketing approaches rather than just one.Research limitations/implicationsThe study was conducted in only two countries, thus generalisability of its findings and conclusions may not be possible.Practical implicationsThe results of this study can help marketers to better understand the changing marketing environment and identify new marketing solutions when operating in different environments.Originality/valueThis study enhances the literature on service marketing and expands the application of the CMP framework to a new context that has not been addressed in previous studies.Other InformationPublished in: Journal of Services MarketingLicense: https://creativecommons.org/licenses/by/4.0/See article on publisher's website: https://dx.doi.org/10.1108/jsm-02-2018-0062</p