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:6/25/2016)... ... June 25, 2016 , ... As a lifelong Southern ... Laude and his M.D from the David Geffen School of Medicine at UCLA. He ... Los Angeles to complete his fellowship in hematology/oncology at the UCLA-Olive View-Cedars Sinai program ...
(Date:6/25/2016)... (PRWEB) , ... June 25, 2016 , ... On Friday, ... presented a Bronze Wellness at Work award to iHire in recognition of their exemplary ... part of the 7th annual Maryland Workplace Health & Wellness Symposium at the BWI ...
(Date:6/24/2016)... ... June 24, 2016 , ... A recent article ... are unfamiliar with. The article goes on to state that individuals are now more ... these less common operations such as calf and cheek reduction. The Los Angeles area ...
(Date:6/24/2016)... ... June 24, 2016 , ... June 19, 2016 is World ... with chronic pain and the benefits of holistic treatments, Serenity Recovery Center ... with Sickle Cell Disease. , Sickle Cell Disease (SCD) is a disorder of the ...
(Date:6/24/2016)... Dallas, Texas (PRWEB) , ... June 24, 2016 ... ... 12th International Conference and Scientific Sessions in Dallas that it will receive two ... Announcement of the grants came as PHA marked its 25th anniversary by recognizing ...
Breaking Medicine News(10 mins):
(Date:6/23/2016)... INDIANAPOLIS , June 23, 2016 /PRNewswire/ ... Diabetes Tomorrow,s Leaders Scholarship is any indication, the future ... today online at www.diabetesscholars.org by the Diabetes ... stand in the way of academic and community service ... scholarship program since 2012, and continues to advocate for ...
(Date:6/23/2016)... N.J. , June 23, 2016  Guerbet announced ... Premier Inc.,s Supplier Horizon Award . ... year, Guerbet was recognized for its support of Premier ... creation through clinical excellence, and commitment to lower costs. ... to receive this recognition of our outstanding customer service ...
(Date:6/23/2016)... 2016  Experian Health, the healthcare industry ... patient payment and care experience, today announced ... and services that will enhance the breadth ... These award-winning solutions will enable healthcare professionals ... in an ever-changing environment and redefine front-office ...
Breaking Medicine Technology: