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01-09-2012

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

Authors: Martin Reimann, Raquel Castaño, Judith Zaichkowsky, Antoine Bechara

Published in: Marketing Letters | Issue 3/2012

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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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Title: Novel versus familiar brands: An analysis of neurophysiology, response latency, and choice
Authors: Martin Reimann
Raquel Castaño
Judith Zaichkowsky
Antoine Bechara
Publication date: 01-09-2012
Publisher: Springer US
Published in: Marketing Letters / Issue 3/2012
Print ISSN: 0923-0645
Electronic ISSN: 1573-059X
DOI: https://doi.org/10.1007/s11002-012-9176-3

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