How does your brain feel?
Marketers may have your number, neurologically speaking: A new study finds that familiar brands evoke faster, more positive responses in the brain than lesser-known brands.
(Email Subscribers: Read More by clicking on the title of the article)
German radiologists say they've found strong brand recognition elicits strong activity in our brains, possibly determining what items we will purchase. "This is the first functional magnetic resonance imaging test examining the power of brands," said Dr. Christine Born, a radiologist at University Hospital in Munich, Germany. "We found that strong brands activate certain areas of the brain independent of product categories."
Born and colleagues used fMRI scans to study 20 adult men and women. While in the 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.
Read more about the study:
LINK
