A Functional Magnetic Resonance Imaging Study of Neural Dissociations between Brand and Person Judgments

Carolyn Yoon, Angela H. Gutchess, Fred Feinberg and Thad A. Polk

Journal of Consumer Research, 2006, vol. 33, issue 1, 31-40

Abstract: Functional magnetic resonance imaging (fMRI) was used to investigate whether semantic judgments about products and persons are processed similarly. Our results suggest they are not: comparisons of neural correlates of product versus human descriptor judgments indicated greater activation in the medial prefrontal cortex regions for persons; for products, activation was greater in the left inferior prefrontal cortex, an area known to be involved in object processing. These findings serve to challenge the view that processing of products and brands is akin to that of humans and set a precedent for the use of fMRI techniques in consumer neuroscience studies. (c) 2006 by JOURNAL OF CONSUMER RESEARCH, Inc..

Date: 2006
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Persistent link: https://EconPapers.repec.org/RePEc:oup:jconrs:v:33:y:2006:i:1:p:31-40

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Journal of Consumer Research is currently edited by Bernd Schmitt, June Cotte, Markus Giesler, Andrew Stephen and Stacy Wood

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