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Le basi neurologiche del rapporto tra il consumatore e la marca. Il contributo del neuro-imaging alle ricerche di marketing

Dalli, Daniele and Corciolani, Matteo and Sanna, F. and Pietrini, Pietro and Ricciardi, Emiliano and Casarotto, Silvia and Romani, S. Le basi neurologiche del rapporto tra il consumatore e la marca. Il contributo del neuro-imaging alle ricerche di marketing. In: 7th International Conference Marketing Trends, January 17-19, 2008, Venezia ISBN 9788890245923. (2008)

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Consumer develop very tight relationships with brands. In many cases, consumers develop positive relationships with their preferred brands and goods. In some of these cases true “love” relationship may occur. Sometimes, also negative relationships arise, often as a reaction toward unsatisfactory experiences, bad practices, etc. Companies aim at developing strong and positive emotional relationships between their brands and their customers. When they succeed, the brand is immediately recognized, it elicits positive affective responses, it is more difficult to be substituted for by competitors. The aim of the present study is to measure behavioral and emotional brain responses to covert visual recognition of brands. Functional magnetic resonance imaging (fMRI) was used to measure brain activity in 15 healthy subjects (7 females, 23-33 years) that were exposed to four stimulus types: coloured scrambled pictures, coloured squares, brand logos, and IAPS pictures with positive and negative valence scores. Sixty-three popular brands were selected among 8 different product categories. Two specific patterns of activation emerged for like (amygdale) and dislike brands (anterior medial cingulate, left inferior frontal gyrus, left middle temporal gyrus, medial cuneus). Implications for interpreting the role of brands in consumer mental processes are given, with special reference to the asymmetry between positive and negative evaluations.

Item Type: Conference or Workshop Item (Paper)
Subjects: R Medicine > RC Internal medicine > RC0321 Neuroscience. Biological psychiatry. Neuropsychiatry
Research Area: Computer Science and Applications
Depositing User: Caterina Tangheroni
Date Deposited: 22 Feb 2016 11:19
Last Modified: 13 Sep 2016 09:59
URI: http://eprints.imtlucca.it/id/eprint/3107

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