eprintid: 3107
rev_number: 10
eprint_status: archive
userid: 69
dir: disk0/00/00/31/07
datestamp: 2016-02-22 11:19:25
lastmod: 2016-09-13 09:59:34
status_changed: 2016-02-22 11:19:25
type: conference_item
metadata_visibility: show
creators_name: Dalli, Daniele
creators_name: Corciolani, Matteo
creators_name: Sanna, F.
creators_name: Pietrini, Pietro
creators_name: Ricciardi, Emiliano
creators_name: Casarotto, Silvia
creators_name: Romani, S.
creators_id: 
creators_id: 
creators_id: 
creators_id: pietro.pietrini@imtlucca.it
creators_id: emiliano.ricciardi@imtlucca.it
creators_id: 
creators_id: 
title: Le basi neurologiche del rapporto tra il consumatore e la marca. Il contributo del neuro-imaging alle ricerche di marketing
ispublished: pub
subjects: RC0321
divisions: CSA
full_text_status: public
pres_type: paper
abstract: 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
date_type: published
event_title: 7th International Conference Marketing Trends
event_location: Venezia
event_dates: January 17-19, 2008
event_type: conference
refereed: TRUE
isbn: 9788890245923
book_title: Proceedings of 7th International Conference Marketing Trends
official_url: http://www.marketing-trends-congress.com/archives/2008/Materiali/Paper/It/Dalli_Pietrini_Ricciardi_Casarotto_Romani.pdf
citation:   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)  
document_url: http://eprints.imtlucca.it/3107/1/Dalli_Pietrini_Ricciardi_Casarotto_Romani.pdf