Navigation Links
Brain Responds Better to Name Brands

It is quite usual that sometimes your brain may be determining what car you want to buy even before you’ve even taken a test drive – this very usual factor has// resulted in a new study gauging the brain’s response to product branding. The study, presented today at the annual meeting of the Radiological Society of North America (RSNA) has found out that the strong brands elicit strong activity in our brains.

“This is the first functional magnetic resonance imaging (fMRI) test examining the power of brands,” said Christine Born, M.D., radiologist at University Hospital, Ludwig-Maximilians University in Munich, Germany. “We found that strong brands activate certain areas of the brain independent of product categories.”

“Brain branding” is a novel, interdisciplinary approach to improve the understanding of how the mind perceives and processes brands. Using modern imaging methods, researchers are now able to go beyond marketing surveys and gather information on how the brain responds to a particular brand at the most basic level.

“Brain imaging technologies may complement methods normally used in the developing area of neuroeconomics,” Dr. Born said.

Dr. Born and colleagues used fMRI to study 20 adult men and women. The volunteers were all right-handed, had a mean age of 28 years and possessed a high level of education.

While in the fMRI scanners, the volunteers were presented with a series of three-second visual stimuli containing the logos of strong (well-known) and weak (lesser-known) brands of car manufacturers and insurance companies. A brief question was included with each stimulus to evaluate perception of the brand. The volunteers pressed a button to respond using a four-point scale ranging from “disagree” to “agree strongly.” During the sequence, the fMRI acquired images of the brain, depicting areas that activated in response to the different stimuli. In addition to the questions asked during the scanning, th e volunteers were given questionnaires prior and subsequent to fMRI.

The results showed that strong brands activated a network of cortical areas and areas involved in positive emotional processing and associated with self-identification and rewards. The activation pattern was independent of the category of the product or the service being offered. Furthermore, strong brands were processed with less effort on the part of the brain. Weak brands showed higher levels of activation in areas of working memory and negative emotional response.

Dr. Born believes that this research will be used as a benchmark to improve the understanding of the processing of brand-related information.

“The vision of this research is to better understand the needs of people and to create markets which are more oriented towards satisfaction of those needs,” she said. “Research aimed at finding ways to address individual needs may contribute to a higher quality of life.”

SourceEurekalert
SRI
'"/>




Related medicine news :

1. Use of Cellular Phones associated with Increased risk of Brain Tumors
2. Brain death – How to cope with it
3. “Brain fingerprinting”- The new lie detectr
4. Nasal Spray Could Take Drugs Direct to Brain.
5. Virus Combats Brain Tumour
6. Nasal Spray Could Take Drugs Directly to Brain
7. Control of anger disorder connected to Brain Dysfunction
8. High Levels of Protein Linked to Brain Shrinkage
9. Brain damage affects artistic skill
10. Brain cells protected by new compounds
11. Brain changes observed in people with sleep apnoea
Post Your Comments:
*Name:
*Comment:
*Email:


(Date:2/27/2017)... (PRWEB) , ... February 27, 2017 , ... The threat ... went to work for a company involved in the underground testing of nuclear weapons. ... “Dying for Answers: Expendable Workers of the Cold War Nuclear Testing,” Clayton exposes the ...
(Date:2/27/2017)... ... February 27, 2017 , ... ... on laser diffraction analysis as a tool to characterize particle size distributions in ... to obtain improved results and novel scientific findings. It describes methods of optimized ...
(Date:2/27/2017)... ... February 27, 2017 , ... Texas based retail electric company ... Power's RCE (Residential Customer Equivalent) count exceeds 150,000. , Discount Power ... customers and 2,250 RCEs at the time of acquisition. In the three years ...
(Date:2/27/2017)... Francisco, CA (PRWEB) , ... February 27, 2017 ... ... clinic serving San Francisco and environs, is proud to announce an upgrade to ... information on the upgraded Yelp page on topics as diverse as Platelet Rich ...
(Date:2/26/2017)... ... February 26, 2017 , ... Today, ... the 7th Edition of International Social Design Awards. , The 7th A' ... System Designers, Governments and Institutions worldwide with realized projects and conceptual works. , ...
Breaking Medicine News(10 mins):
(Date:2/27/2017)... Feb. 27, 2017   Royal Philips ... global leader in health technology, today announced 510(k) ... (FDA) to market its ElastQ Imaging capability, further ... ultrasound systems. ElastQ Imaging enables simultaneous imaging of ... essential for the diagnosis of various liver conditions. ...
(Date:2/27/2017)... , Feb. 27, 2017  Infinity Pharmaceuticals, Inc. ... the Cowen and Company 37 th Annual Healthcare ... ET in Boston, MA. A ... the Investors/Media section of Infinity,s website at www.infi.com ... the event. About Infinity,Infinity is an innovative ...
(Date:2/27/2017)... 27, 2017 A recent research report published ... market alone is expected to reach a value of $55.8 billion ... along with 28 states have legalized marijuana for medical uses. In ... Florida , North Dakota , ... to use the drug in medical applications such as chemotherapies and ...
Breaking Medicine Technology: