Topic · Marketing · Business, Management and Accounting

Consumer Behavior in Brand Consumption and Identification

OpenAlex topic; a paper is listed when OpenAlex scores it at least 0.5 for this topic.

1 paper

NeurosciencebioRxivPreprintAug 4, 2026

When Brands Take a Stand: Evidence from Eye-Movements and Memory Recognition

Rebecca Oliveri, Yanina E. Tena Garcia, Katja Fiehler

This study examines how consumer disagreement and agreement with brand activism messages affect eye movement, brand attitude, and memory recognition through experimental tasks.

DOI 10.64898/2026.07.29.741481

experimental assay

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