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Brains Respond More Positively to Well-Known Brands

Whatever the product involved, people's brains respond better to well-known brands than to their less famous counterparts, according to German researcher Christine Born of Ludwig-Maximilians University, Munich, in her recent presentation to the Radiological Society of North America. Born and her team demonstrated that exposing their 20 test subjects to "weak" brands forced their brains to work harder, causing activation to occur in areas of the brain linked to negative emotions. Strong brands encountered less activation, and the activation that did occur was focused on areas of the brain associated with self-identification, rewards, and positive emotion.

This research makes a case for the importance of word of mouth in both creating and perpetuating brand familiarity. The more familiar consumers are with brands, the less work their brains have to do, and the less negative association occurs.

Learn more (Reuters)
Learn more (Economic Times)
Learn more (Playfuls.com)

Posted by WOMMA Editor on January 12, 2007 9:02 AM

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