TY  - JOUR
N1  - Open Access article - Fulltext on publisher's website
ID  - eprints2917
EP  - 273
KW  - Brand
KW  -  IAPS picture
KW  -  Emotion
KW  -  Covert task
KW  -  Visual oddball paradigm
AV  - none
TI  - Covert brand recognition engages
emotion-specific brain networks
UR  - http://www.architalbiol.org/aib/article/view/150259/23479459
SN  - 0003-9829
N2  - 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.
VL  - 150
Y1  - 2012///
JF  - Archives Italiennes de Biologie. A journal of Neuroscience
IS  - 4
PB  - Pisa University Press
A1  - Casarotto, Silvia
A1  - Ricciardi, Emiliano
A1  - Romani, S.
A1  - Dalli, Daniele
A1  - Pietrini, Pietro
SP  - 259
ER  -