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Covert brand recognition engages emotion-specific brain networks

Casarotto, Silvia and Ricciardi, Emiliano and Romani, S. and Dalli, Daniele and Pietrini, Pietro Covert brand recognition engages emotion-specific brain networks. Archives Italiennes de Biologie. A journal of Neuroscience, 150 (4). pp. 259-273. ISSN 0003-9829 (2012)

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Consumer goods’ brands have become a major driver of consumers’ choice: they have got symbolic, relational and even social properties that add substantial cultural and affective value to goods and services. Therefore, measuring the role of brands in consumers’ cognitive and affective processes would be very helpful to better understand economic decision making. This work aimed at finding the neural correlates of automatic, spontaneous emotional response to brands, showing how deeply integrated are consumption symbols within the cognitive and affective processes of individuals. Functional magnetic resonance imaging (fMRI) was measured during a visual oddball paradigm consisting in the presentation of scrambled pictures as frequent stimuli, colored squares as targets, and brands and emotional pictures (selected from the International Affective Picture System [IAPS]) as emotionally-salient distractors. Affective rating of brands was assessed individually after scanning by a validated questionnaire. Results showed that, similarly to IAPS pictures, brands activated a well-defined emotional network, including amygdala and dorsolateral prefrontal cortex, highly specific of affective valence. In conclusion, this work identified the neural correlates of brands within cognitive and affective processes of consumers.

Item Type: Article
Additional Information: Open Access article - Fulltext on publisher's website
Uncontrolled Keywords: Brand, IAPS picture, Emotion, Covert task, Visual oddball paradigm
Subjects: R Medicine > RC Internal medicine > RC0321 Neuroscience. Biological psychiatry. Neuropsychiatry
Research Area: Computer Science and Applications
Depositing User: Caterina Tangheroni
Date Deposited: 18 Nov 2015 10:56
Last Modified: 13 Sep 2016 09:49
URI: http://eprints.imtlucca.it/id/eprint/2917

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