Nov 28, 2006
By: Alvaro Fernandez
Well, it depends on how good a job we are doing.
A study presented today at the annual meeting of the Radiological Society of North America, carried out functional magnetic resonance imaging (fMRI) studies on the brain activation of 20 adult men and women when shown a number of logos.
Very interesting results. We won’t write about them, because 2 great bloggers have been faster than us and have great entries already on the study. You can read
a) Familiar brand names may elicit positive emotional responses in the brain at The Neurophilosopher blog. A couple of quotes:
-“it seems that strong brand names, with which the participants are more familiar, were processed with less effort than weaker ones.”
-“One very well-publicized neuromarketing study was carried out by Read Montague, of the Human Neuroimaging Lab at the Baylor College of Medicine in Houston, Texas, who tried to determine the neural correlates of taste preferences by applying functional imaging to the “Pepsi Challenge”
b) Brain Branding: The Power of Strong Brands at the Neuromarketing blog.
– “Although this may be the first study of its exact type, other neuromarketing researchers have looked at branding topics with fMRI techniques. In January, we posted Branding and the Brain, which mentioned research more fully described by New Scientist in How brands get wired into the brain.”
Meanwhile, Vaughan, the Mind Hacks writing machine, wonders about the branding confusion between “psychiatry” and “psychology” in How brands get wired into the brain, listing a few funny examples and asking for leads to funny conceptual swaps.