Novel versus familiar brands: An analysis of neurophysiology, response latency, and choice
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Two experiments were conducted to analyze neurophysiological activation, response latency, and actual brand choice concerning novel and familiar brands. The results show that (1) the choice of novel brands (compared to the choice of familiar brands) is preceded by increased activation of both the cingulate gyrus and the ventromedial prefrontal cortex, as measured by a functional magnetic resonance imaging (fMRI) study; (2) novel brands are associated with longer choice response latency than familiar brands; and (3) positive mood enhances response latency of choosing novel brands compared to familiar brands.
KeywordsBranding Consumer neuroscience Functional magnetic resonance imaging (fMRI) Mood induction Neuromarketing Response latency
The authors thank the editor, Frank Kardes, and two anonymous reviewers as well as Oliver Schilke and Gui Xue, and the session audiences of the 2010 Association for Consumer Research Annual Conference and the 2011 American Marketing Association Summer Conference for valuable comments on earlier versions of this research. This work was supported by a generous grant from the Google & WPP Marketing Research Awards Program, Grant #2009-10.
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