The results showed that strong brands activated a network of cortical areas and areas involved in positive emotional processing and associated with self-identification and rewards. The activation pattern was independent of the category of the product or the service being offered. Furthermore, strong brands were processed with less effort on the part of the brain. Weak brands showed higher levels of activation in areas of working memory and negative emotional response.
ScienceDaily: MRI Shows Brains Respond Better To Name Brands: Filed in: advertising, branding, brain, memory, emotion
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