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Novel versus familiar brands: An analysis of neurophysiology, response latency, and choice |
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| Authors: | Martin Reimann Raquel Casta?o Judith Zaichkowsky Antoine Bechara |
| Institution: | 1. Department of Psychology, Brain & Creativity Institute, University of Southern California, 3620 McClintock Avenue, Los Angeles, CA, 90089-1061, USA 2. Department of Marketing, EGADE Business School, Tecnol??gico de Monterrey, Avenida Fundadores y Rufino Tamayo, Garza Garc??a, Nuevo Leon, Mexico, 66269 3. Beedie School of Business, Simon Fraser University, 500 Granville Street, Vancouver, Canada, V6C 1W6 4. Douglas Mental Health University Institute, Clinical Research Division, McGill University, 6875 LaSalle Boulevard, Montreal, Quebec, Canada, H4H 1R3 5. Department of Neurology, UI Hospitals and Clinics, University of Iowa, 200 Hawkins Drive, 2007 RCP, Iowa City, IA, 52242, USA |
| 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. |
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