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Study from Germany explains why brain identifies with brand

...and makes it easier for shopper to buy.

"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:
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