<> "The repository administrator has not yet configured an RDF license."^^ . <> . . . "Le basi neurologiche del rapporto tra il consumatore e la marca. Il contributo del neuro-imaging alle ricerche di marketing"^^ . "Consumer develop very tight relationships with brands. In many cases, consumers develop\r\npositive relationships with their preferred brands and goods. In some of these cases true\r\n“love” relationship may occur. Sometimes, also negative relationships arise, often as a\r\nreaction toward unsatisfactory experiences, bad practices, etc.\r\nCompanies aim at developing strong and positive emotional relationships between their\r\nbrands and their customers. When they succeed, the brand is immediately recognized, it elicits\r\npositive affective responses, it is more difficult to be substituted for by competitors.\r\nThe aim of the present study is to measure behavioral and emotional brain responses to covert\r\nvisual recognition of brands. Functional magnetic resonance imaging (fMRI) was used to\r\nmeasure brain activity in 15 healthy subjects (7 females, 23-33 years) that were exposed to\r\nfour stimulus types: coloured scrambled pictures, coloured squares, brand logos, and IAPS\r\npictures with positive and negative valence scores. Sixty-three popular brands were selected\r\namong 8 different product categories.\r\nTwo specific patterns of activation emerged for like (amygdale) and dislike brands (anterior\r\nmedial cingulate, left inferior frontal gyrus, left middle temporal gyrus, medial cuneus).\r\nImplications for interpreting the role of brands in consumer mental processes are given, with\r\nspecial reference to the asymmetry between positive and negative evaluations."^^ . "2008" . . . . . . . . . . . . . . . . . . . . . . . . . . "Emiliano"^^ . "Ricciardi"^^ . "Emiliano Ricciardi"^^ . . "Silvia"^^ . "Casarotto"^^ . "Silvia Casarotto"^^ . . "Matteo"^^ . "Corciolani"^^ . "Matteo Corciolani"^^ . . "F."^^ . "Sanna"^^ . "F. Sanna"^^ . . "S."^^ . "Romani"^^ . "S. Romani"^^ . . "Pietro"^^ . "Pietrini"^^ . "Pietro Pietrini"^^ . . "Daniele"^^ . "Dalli"^^ . "Daniele Dalli"^^ . . . . "7th International Conference Marketing Trends"^^ . . . . . "Venezia"^^ . . . . . . "Le basi neurologiche del rapporto tra il consumatore e la marca. Il contributo del neuro-imaging alle ricerche di marketing (PDF)"^^ . . . . "Dalli_Pietrini_Ricciardi_Casarotto_Romani.pdf"^^ . . . "Le basi neurologiche del rapporto tra il consumatore e la marca. Il contributo del neuro-imaging alle ricerche di marketing (Other)"^^ . . . . . . "lightbox.jpg"^^ . . . "Le basi neurologiche del rapporto tra il consumatore e la marca. Il contributo del neuro-imaging alle ricerche di marketing (Other)"^^ . . . . . . "preview.jpg"^^ . . . "Le basi neurologiche del rapporto tra il consumatore e la marca. Il contributo del neuro-imaging alle ricerche di marketing (Other)"^^ . . . . . . "medium.jpg"^^ . . . "Le basi neurologiche del rapporto tra il consumatore e la marca. Il contributo del neuro-imaging alle ricerche di marketing (Other)"^^ . . . . . . "small.jpg"^^ . . "HTML Summary of #3107 \n\nLe basi neurologiche del rapporto tra il consumatore e la marca. Il contributo del neuro-imaging alle ricerche di marketing\n\n" . "text/html" . . . "RC0321 Neuroscience. Biological psychiatry. Neuropsychiatry"@en . .