Publications by authors named "Sandra Gama"
Article Synopsis
- Previous research indicates that social identity impacts how consumers choose branded products, but its effect on sensory perception related to ingroup (or outgroup) brands remains underexplored.
- This study analyzed how identifying with a football team influenced participants' sensory experiences and purchase intentions towards a sponsored beverage linked to their team or the rival team.
- Results showed that while participants expressed positive feelings toward the beverage, physiological measures indicated negative emotions, suggesting that identification with a team significantly boosts willingness to purchase the product, regardless of taste or quality.
