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:4/29/2016)... ... 29, 2016 , ... On Tuesday, April 26, 2016 members of the HomeTown ... of Gov. Nathan Deal on SB 258, the “Rural Health Care Relief” Bill. , ... 70% tax credit to individuals and corporations which donate directly to a “rural hospital” ...
(Date:4/29/2016)... ... April 29, 2016 , ... Conditions were ideal for ... Island Park on Sunday, with sunny skies, a light breeze and temperatures in the ... , The 5k Run and Walk and 1-mile walk were held to ...
(Date:4/29/2016)... ... 2016 , ... The Wharton School of the University ... of the 2016 Wharton Business Plan Competition —as well as the Wharton ... the Committee Award for Most ‘Wow Factor,’ making them the first team in ...
(Date:4/29/2016)... Tarzana, CA (PRWEB) , ... April 29, 2016 , ... Melanoma is the deadliest type ... is to blame for the majority of skin cancer deaths. More than 10,000 people are ... average age at diagnosis is 62, it is the one of the most commonly diagnosed ...
(Date:4/29/2016)... ... April 29, 2016 , ... For those who skip ... meal to miss. That was among the many new lifestyle diet tips offered by ... Sharon Kleyne Hour® Power of Water® radio show. Bonny and Lawrence noted that because ...
Breaking Medicine News(10 mins):
(Date:4/29/2016)... , April 29, 2016 ... H1 2016" market research report that provides an ... comparative analysis at various stages, therapeutics assessment by ... administration (RoA) and molecule type, along with latest ... also reviews key players involved in the therapeutic ...
(Date:4/29/2016)... -- Glycotope GmbH, a clinical-stage immuno-oncology company ... of Dr. Alfredo Zurlo as Chief Medical ... many years clinical experience and a proven track record ... was at Mologen AG where he was Chief Medical ... Zurlo held various positions at F Hoffmann La Roche ...
(Date:4/28/2016)... , April 28, 2016  While Abbott,s announced ... the company,s valve repair and stent business, healthcare ... places Abbott more firmly into patient monitoring.  Kalorama ... fastest growing device areas, with double-digit growth expected ... report,  Advanced Remote Patient Monitoring . ...
Breaking Medicine Technology: