Navigation Links
New Research Reveals How We Process Brands And Products

In a new study, researchers from the University of Michigan and Harvard University use cutting-edge brain-scanning technology to explore how different regions// of the brain are activated when we think about certain qualities of brands and products.

The study, forthcoming in the Journal of Consumer Research, is the first to use fMRI to assess consumer perceptions and has important implications for the use of metaphorical human-like traits in branding.

"[fMRI] allows one to gauge, for the first time, the degree to which the underlying thought processes are similar," write the researchers.

Subjects were given 450 adjectives such as "reliable," "sophisticated," and "cheerful," and scanned while indicating whether each word was applicable to themselves and someone else. The sample group was also scanned while making similar judgments about brands they know and use. The researchers discovered that even when the consumers were judging products on unmistakably human terms, they still used the part of the brain associated with inanimate objects.

"Although we may use similar vocabularies to describe people and products, we can't say that the same concepts are involved," explain the researchers. "Companies building brand images and icons should be wary of taking the legitimately useful metaphor of brand personality too literally, since it's now apparent that consumers themselves do not." Carolyn Yoon, Angela H. Gutchess, Fred Feinberg, and Thad A. Polk. "A Functional Magnetic Resonance Imaging Study of Neural Dissociations between Brand and Person Judgments" Journal of Consumer Research. June 2006.

Contact: Suzanne Wu
swu@press.uchicago.edu
773-834-0386
University of Chicago Press Journals

'"/>




Page: 1

Related medicine news :

1. Kidney Stones - Interesting New Research implicates bacteria as its cause
2. Researchers urge caution in using ear tube surgery
3. Paracetamol May Cause Live Damage Warns Consumer Education and Research Centre
4. Researchers Scale to assess the Severity of Epilepsy in Kids
5. Research of Ritalin
6. Researchers trick Alzheimers Enzyme
7. Researchers find new HIV hiding place
8. A Compilation of recent Diabetes Research articles
9. Research on causes for falling helps develop preventive strategies
10. New standards for Human Research Safety
11. Research on Celiac Disease in children
Post Your Comments:
*Name:
*Comment:
*Email:


(Date:2/9/2016)... ... February 09, 2016 , ... Center for Autism and Related ... autism spectrum disorder (ASD). Beginning Jan. 1, 2016, Medicaid is covering autism treatment ... is key to providing effective treatment for individuals with ASD. Now, over 1,800 ...
(Date:2/9/2016)... ... February 09, 2016 , ... Cirracore Enterprise Cloud, ... move workloads to the cloud. Cirracore provides a secure VMware® vCloud Air ... the Internet. Transformation Solutions (TSL Partners) provides a full range of services ...
(Date:2/9/2016)... ... ... Journal of Pain Research has published the commentary “ Terminology of chronic ... John F. Peppin says “Terminology matters, yet little attention has been paid to the ... pain’ and ‘chronic non-cancer pain’ are replete in the literature; however, the distinction here ...
(Date:2/9/2016)... (PRWEB) , ... February 09, 2016 , ... ... therapy products, announced today the introduction of the newly designed, innovative shoulder wrap. ... and better cold therapy coverage for the injured arm and shoulder to promote ...
(Date:2/9/2016)... ... 2016 , ... Shark Finds and Kevin Harrington, and the Product Managers of AsSeenOnTV.pro ... is a newly patented product that has solved some of the basic problems golfers have ... morning dew or right after a rain shower, might understand the struggle of placing the ...
Breaking Medicine News(10 mins):
(Date:2/9/2016)... -- Hearing protection devices refer to the barriers that ... inner ear. Hearing protection devices include earplugs, uniform attenuation ... for users exposed to noise levels of over 80 ... are inserted in the ear canal to protect the ... natural sound perception with the help of acoustic filters. ...
(Date:2/9/2016)... Calif. , Feb. 9, 2016  Increasingly, health ... monitoring their vital signs with wireless technology. With the ... can automate patient oversight and remotely detect problems before ... vital signs across in-hospital environments. the ... the United States . --> ...
(Date:2/9/2016)... new report "Global Anti-Bacterial Drugs Market Assessment & Forecast: 2015 - ... the North America continued to lead global ... translated into revenues worth US$ 16,907.3 million. ... Asia-Pacific , Latin America , ... anti-bacterial market is inclined towards North America ...
Breaking Medicine Technology: