Novel versus familiar brands: An analysis of neurophysiology, response latency, and choice

Martin Reimann (), Raquel Castaño, Judith Zaichkowsky and Antoine Bechara

Marketing Letters, 2012, vol. 23, issue 3, 745-759

Abstract: 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. Copyright Springer Science+Business Media, LLC 2012

Keywords: Branding; Consumer neuroscience; Functional magnetic resonance imaging (fMRI); Mood induction; Neuromarketing; Response latency (search for similar items in EconPapers)
Date: 2012
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Citations: View citations in EconPapers (8)

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DOI: 10.1007/s11002-012-9176-3

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