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

Martin C Reimann, Raquel Castaño, Judith Zaichkowsky, Antoine Bechara

Research output: Contribution to journalArticle

24 Citations (Scopus)

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.

Original languageEnglish (US)
Pages (from-to)745-759
Number of pages15
JournalMarketing Letters
Volume23
Issue number3
DOIs
StatePublished - Sep 2012
Externally publishedYes

Fingerprint

Latency
Activation
Functional magnetic resonance imaging
Brand choice
Experiment
Mood

Keywords

  • Branding
  • Consumer neuroscience
  • Functional magnetic resonance imaging (fMRI)
  • Mood induction
  • Neuromarketing
  • Response latency

ASJC Scopus subject areas

  • Business and International Management
  • Economics and Econometrics
  • Marketing

Cite this

Novel versus familiar brands : An analysis of neurophysiology, response latency, and choice. / Reimann, Martin C; Castaño, Raquel; Zaichkowsky, Judith; Bechara, Antoine.

In: Marketing Letters, Vol. 23, No. 3, 09.2012, p. 745-759.

Research output: Contribution to journalArticle

Reimann, Martin C ; Castaño, Raquel ; Zaichkowsky, Judith ; Bechara, Antoine. / Novel versus familiar brands : An analysis of neurophysiology, response latency, and choice. In: Marketing Letters. 2012 ; Vol. 23, No. 3. pp. 745-759.
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