Do priming and spillover effects given by the presence of a sustainable/organic brand affect consumers' preference and choice? : an eye tracking study

Summary in the original language of the document

Increasing consumers´ interests in social and environmental qualities of the products may provide a potential for an incumbent brand to obtain competitive advantage and generate preference and choice share. This study aimed to investigate the impact of the introduction of a sustainable brand on consumers´ choice, and preference in the pasta category by revealing the mechanism of spillover effects on consumers´ attention and perception.