IMT Institutional Repository: No conditions. Results ordered -Date Deposited. 2024-03-28T17:56:48ZEPrintshttp://eprints.imtlucca.it/images/logowhite.pnghttp://eprints.imtlucca.it/2016-02-29T09:29:43Z2016-09-13T10:08:51Zhttp://eprints.imtlucca.it/id/eprint/3154This item is in the repository with the URL: http://eprints.imtlucca.it/id/eprint/31542016-02-29T09:29:43ZCovert visual brand recognition modulates emotional neural networks: a fMRI studyPietro Pietrinipietro.pietrini@imtlucca.itEmiliano Ricciardiemiliano.ricciardi@imtlucca.itSilvia CasarottoF. SannaMatteo CorciolaniS. RomaniDaniele Dalli2016-02-22T11:19:25Z2016-09-13T09:59:34Zhttp://eprints.imtlucca.it/id/eprint/3107This item is in the repository with the URL: http://eprints.imtlucca.it/id/eprint/31072016-02-22T11:19:25ZLe basi neurologiche del rapporto tra il consumatore e la marca. Il contributo del neuro-imaging alle ricerche di marketingConsumer 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.Daniele DalliMatteo CorciolaniF. SannaPietro Pietrinipietro.pietrini@imtlucca.itEmiliano Ricciardiemiliano.ricciardi@imtlucca.itSilvia CasarottoS. Romani2016-02-18T10:24:10Z2016-09-13T09:58:22Zhttp://eprints.imtlucca.it/id/eprint/3069This item is in the repository with the URL: http://eprints.imtlucca.it/id/eprint/30692016-02-18T10:24:10ZCovert visual brand recognition results in a distinct modulation of emotional neuronal networks according to the individual preference: a fMRI studySilvia CasarottoEmiliano Ricciardiemiliano.ricciardi@imtlucca.itS. RomaniMatteo CorciolaniDaniele DalliPietro Pietrinipietro.pietrini@imtlucca.it2015-11-18T10:56:40Z2016-09-13T09:49:20Zhttp://eprints.imtlucca.it/id/eprint/2917This item is in the repository with the URL: http://eprints.imtlucca.it/id/eprint/29172015-11-18T10:56:40ZCovert brand recognition engages
emotion-specific brain networksConsumer 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.Silvia CasarottoEmiliano Ricciardiemiliano.ricciardi@imtlucca.itS. RomaniDaniele DalliPietro Pietrinipietro.pietrini@imtlucca.it