"The researchers found that strong brands
activated a network of cortical areas and areas involved in positive
emotional processing and associated with self-identification and
rewards." Shoppers were hooked up to MRI and shown three-second images
of brands. Less well known brands involved much more laborious
processing that affected negative memory areas. Major brand recognition
triggered areas closer to self identification and rewards.Source:
Study from Germany explains why brain identifies with brand
...and makes it easier for shopper to buy.
May 31, 2007
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