eprintid: 2917
rev_number: 9
eprint_status: archive
userid: 69
dir: disk0/00/00/29/17
datestamp: 2015-11-18 10:56:40
lastmod: 2016-09-13 09:49:20
status_changed: 2015-11-18 10:56:40
type: article
metadata_visibility: show
creators_name: Casarotto, Silvia
creators_name: Ricciardi, Emiliano
creators_name: Romani, S.
creators_name: Dalli, Daniele
creators_name: Pietrini, Pietro
creators_id: 
creators_id: emiliano.ricciardi@imtlucca.it
creators_id: 
creators_id: 
creators_id: pietro.pietrini@imtlucca.it
title: Covert brand recognition engages
emotion-specific brain networks
ispublished: pub
subjects: RC0321
divisions: CSA
full_text_status: none
keywords: Brand, IAPS picture, Emotion, Covert task, Visual oddball paradigm
note: Open Access article - Fulltext on publisher's website
abstract: 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.
date: 2012
date_type: published
publication: Archives Italiennes de Biologie. A journal of Neuroscience
volume: 150
number: 4
publisher: Pisa University Press
pagerange: 259-273
refereed: TRUE
issn: 0003-9829
official_url: http://www.architalbiol.org/aib/article/view/150259/23479459
citation:   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)