TY  - CONF
N2  - 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.
M2  - Venezia
A1  - Dalli, Daniele
A1  - Corciolani, Matteo
A1  - Sanna, F.
A1  - Pietrini, Pietro
A1  - Ricciardi, Emiliano
A1  - Casarotto, Silvia
A1  - Romani, S.
SN  - 9788890245923
UR  - http://www.marketing-trends-congress.com/archives/2008/Materiali/Paper/It/Dalli_Pietrini_Ricciardi_Casarotto_Romani.pdf
TI  - Le basi neurologiche del rapporto tra il consumatore e la marca. Il contributo del neuro-imaging alle ricerche di marketing
AV  - public
Y1  - 2008///
T2  - 7th International Conference Marketing Trends
ID  - eprints3107
ER  -