relation: http://eprints.imtlucca.it/3107/
title: Le basi neurologiche del rapporto tra il consumatore e la marca. Il contributo del neuro-imaging alle ricerche di marketing
creator: Dalli, Daniele
creator: Corciolani, Matteo
creator: Sanna, F.
creator: Pietrini, Pietro
creator: Ricciardi, Emiliano
creator: Casarotto, Silvia
creator: Romani, S.
subject: RC0321 Neuroscience. Biological psychiatry. Neuropsychiatry
description: 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.
date: 2008
type: Conference or Workshop Item
type: PeerReviewed
format: application/pdf
language: en
rights: cc_by_nc_nd
identifier: http://eprints.imtlucca.it/3107/1/Dalli_Pietrini_Ricciardi_Casarotto_Romani.pdf
identifier:   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)  
relation: http://www.marketing-trends-congress.com/archives/2008/Materiali/Paper/It/Dalli_Pietrini_Ricciardi_Casarotto_Romani.pdf