Preference Change Test
How and to what extent does a message or experience change a consumer's preferences, both implicitly and explicitly?
What It Measures
How well a stimulus or messaging experience changes a person's preferences for a target product or brand. The prior stimuli may be consciously perceived, pre-consciously experienced, or both.
Use It To ...
- Identify how and to what extent subtle emotional reactions to products and messages translate into shifts in preferences in consideration sets, purchase intent, or product rank orderings
- Test how deeply a piece of persuasive messaging actually changes preferences
- Compare preference change impacts of different approaches to persuasion - logical, emotional, indirect
How We Report Results
- Standardized before-vs.-after preference change metrics on a 0-10 scale - consideration sets, purchase intent, product rank orderings
- Post-persuasion product / brand recall and recognition comparisons
- Before-vs.-after whole-head difference wave maps
- Before-vs.-after waveform comparison at target electrodes
Underlying Science
- Behavioral economics, consumer psychology, neuroeconomics
- Semantic and affective priming
- Pre- and post-experience event-related potentials (ERP)
- EEG frequency band analysis
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Answers