Brand Equity, Behavioral Economics and Surveys

Many in market research struggle when it comes to capturing and applying the principles of behavioral economics which lies in the fact that behavioral economics captures a very broad array of psychological phenomenon (e.g., priming effects, anchoring effects) and many of these psychological effects impact a wide variety of areas relevant to marketers (e.g., pricing, communication, packaging, brand equity). From a research perspective, many are also uncertain how to utilize survey research to capture psychological phenomenon. There is a prevailing belief that behavioral economics is primarily about the unconscious, and consequently asking direct questions is useless.

Download this paper to discover how to apply behavioral economics to brand equity and how surveys can be modified to more effectively capture brand equity. To view a presentation on this topic, please click here.