Branding Strategy Insider

Did You Know? - December 29

Well-known brands activate positive emotional responses in our brains. -- Researchers used functional magnetic resonance imaging (fMRI) to study areas of the brain affected by visual stimuli associated with strong and weak brands. -- "Brain branding" is an interdisciplinary approach to improve understanding of how the mind perceives and processes brands.

Source: Radiological Society of North America

Sponsored By: Brand Aid

Shopping Centers in the Brain

As reported in the January 4, 2007 Issue of Neuron, Brian Knutson and his team performed functional MRI on individuals while they were deciding whether or not to purchase various items. Their results support the theory that the decision to purchase involves the integration of emotional signals related to the anticipation of both obtaining the desired product and suffering the financial loss of paying for it.

Sponsored By: Brand Aid