Skip to main content
Fachgebiete
Automobil + Motoren Bauwesen + Immobilien Business IT + Informatik Elektrotechnik + Elektronik Energie + Nachhaltigkeit Finance + Banking Management + Führung Marketing + Vertrieb Maschinenbau + Werkstoffe Versicherung + Risiko
DE
EN
Themenseiten
Organisationspsychologie Projektmanagement Marketing Smart Manufacturing
Bücher
Zeitschriften
Weitere Formate
Podcasts Webinare Technik Webinare Wirtschaft Kongresse Veranstaltungskalender Awards
Jetzt Einzelzugang starten
Zugang für Unternehmen
Referenzkunden
ATZ-Fachkongress

Chassis.tech plus 2024


4 Kongresse in einer Veranstaltung

Treffen Sie in München die Fachleute von Chassis, Lenkung, Bremsen sowie Reifen/Räder.
Erweiterte Suche
Anmelden
nach oben
Marketing Letters
Erschienen in: Marketing Letters 3/2012

01.09.2012

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

verfasst von: Martin Reimann, Raquel Castaño, Judith Zaichkowsky, Antoine Bechara

Erschienen in: Marketing Letters | Ausgabe 3/2012

Einloggen

Aktivieren Sie unsere intelligente Suche, um passende Fachinhalte oder Patente zu finden.

search-config
loading …

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.
Vorheriger Artikel A tale of two marketplaces: Consumption restriction, social comparison, and life satisfaction
Nächster Artikel Using discrete choice experiments to estimate willingness-to-pay intervals

Sie haben noch keine Lizenz? Dann Informieren Sie sich jetzt über unsere Produkte:

Springer Professional "Wirtschaft+Technik"

Online-Abonnement

Mit Springer Professional "Wirtschaft+Technik" erhalten Sie Zugriff auf:

  • über 102.000 Bücher
  • über 537 Zeitschriften

aus folgenden Fachgebieten:

  • Automobil + Motoren
  • Bauwesen + Immobilien
  • Business IT + Informatik
  • Elektrotechnik + Elektronik
  • Energie + Nachhaltigkeit
  • Finance + Banking
  • Management + Führung
  • Marketing + Vertrieb
  • Maschinenbau + Werkstoffe
  • Versicherung + Risiko

Jetzt Wissensvorsprung sichern!

Jetzt informieren

Springer Professional "Wirtschaft"

Online-Abonnement

Mit Springer Professional "Wirtschaft" erhalten Sie Zugriff auf:

  • über 67.000 Bücher
  • über 340 Zeitschriften

aus folgenden Fachgebieten:

  • Bauwesen + Immobilien
  • Business IT + Informatik
  • Finance + Banking
  • Management + Führung
  • Marketing + Vertrieb
  • Versicherung + Risiko




Jetzt Wissensvorsprung sichern!

Jetzt informieren
Literatur
Amano, T., Duvarci, S., Popa, D., & Paré, D. (2011). The fear circuit revisited: Contributions of the basal amygdala nuclei to conditioned fear. Journal of Neuroscience, 31(43), 15481–15489.CrossRef
Bach, D. R., Schächinger, H., Neuhoff, J. G., Esposito, F., Di Salle, F., Lehmann, C., et al. (2008). Rising sound intensity: An intrinsic warning cue activating the amygdala. Cerebral Cortex, 18(1), 145–150.CrossRef
Bechara, A., Damasio, H., Tranel, D., & Damasio, A. R. (1997). Deciding advantageously before knowing the advantageous strategy. Science, 275(5304), 1293–1295.CrossRef
Berridge, K. C. (1996). Food reward: Brain substrates of wanting and liking. Neuroscience and Biobehavioral Reviews, 20(1), 1–25.CrossRef
Bettman, J. R., Luce, M. F., & Payne, J. W. (1998). Constructive consumer choice processes. Journal of Consumer Research, 25(3), 187–217.CrossRef
Bizer, G. Y., Tormala, Z. L., Rucker, D. D., & Petty, R. E. (2006). Memory-based versus on-line processing: Implications for attitude strength. Journal of Experimental Social Psychology, 42(5), 646–653.CrossRef
Bush, G., Luu, P., & Posner, M. (2000). Cognitive and emotional influences in anterior cingulate cortex. Trends in Cognitive Sciences, 4(6), 215–222.CrossRef
Bush, G., Vogt, B. A., Holmes, J., Dale, A. M., Greve, D., Jenike, M. A., et al. (2002). Dorsal anterior cingulate cortex: A role in reward-based decision making. Proceedings of the National Academy of Sciences, 99(1), 523–528.CrossRef
Carlson, K. A., Janiszewski, C., Keeney, R. L., Krantz, D. H., Kunreuther, H. C., Luce, M. F., et al. (2008). A theoretical framework for goal-based choice and for prescriptive analysis. Marketing Letters, 19(3), 241–254.CrossRef
Cheung, M., Chan, A., & Sze, S. (2010). Electrophysiological correlates of brand names. Neuroscience Letters, 485(3), 178–182.CrossRef
Cronley, M. L., Mantel, S. P., & Kardes, F. R. (2010). Effects of accuracy motivation and need to evaluate on mode of attitude formation and attitude-behavior consistency. Journal of Consumer Psychology, 20(3), 274–281.CrossRef
Damasio, A. R. (1994). Descartes’ error: Emotion, reason, and the human brain. New York: Putnam.
Dillon, W. R., Madden, T. J., Kirmani, A., & Mukherjee, S. (2001). Understanding what’s in a brand rating: A model for assessing brand and attribute effects and their relationship to brand equity. Journal of Marketing Research, 38(4), 415–429.CrossRef
Esch, F., Moell, T., Schmitt, B., Elger, C., Neuhaus, C., & Weber, B. (2012). Brands on the brain: Do consumers use declarative information or experienced emotions to evaluate brands? Journal of Consumer Psychology, 22(1), 75–85.CrossRef
Fang, X., Singh, S., & Ahluwalia, R. (2007). An examination of different explanations for the mere exposure effect. Journal of Consumer Research, 34(1), 97–103.CrossRef
Förster, J., Liberman, N., & Shapira, O. (2009). Preparing for novel versus familiar events: Shifts in global and local processing. Journal of Experimental Psychology: General, 138(3), 383–399.CrossRef
Frisch, D., & Clemen, R. (1994). Beyond expected utility: Rethinking behavioral decision research. Psychological Bulletin, 116(1), 46–54.
Glanzer, M. (1958). Curiosity, exploratory drive, and stimulus satiation. Psychological Bulletin, 55(5), 302–315.CrossRef
Henderson, P. W., Geise, J. A., & Cote, J. A. (2004). Impression management using typeface design. Journal of Marketing, 68(4), 60–72.CrossRef
Herr, P. M., & Page, C. M. (2004). Asymmetric association of liking and disliking judgments: So what’s not to like? Journal of Consumer Research, 30(4), 588–601.CrossRef
Herr, P. M., Page, C. M., Pfeiffer, B. E., & Davis, D. F. (2012). Affective influences on evaluative processing. Journal of Consumer Research, 38(5), 833–845.CrossRef
Hsee, C. K., & Hastie, R. (2006). Decision and experience: Why don’t we choose what makes us happy? Trends in Cognitive Sciences, 10(1), 31–37.CrossRef
Hsu, M., Bhatt, M., Adolphs, R., Tranel, D., & Camerer, C. (2005). Neural systems responding to degrees of uncertainty in human decision-making. Science, 310(5754), 1680–1683.CrossRef
Isen, A. M. (1993). Positive affect and decision making. In J. M. Haviland (Ed.), Handbook of emotions (pp. 261–277). New York: Guilford Press.
Isen, A. M., & Geva, N. (1987). The influence of positive affect on acceptable level of risk: The person with a large canoe has a large worry. Organizational Behavior and Human Decision Processes, 39(2), 145–154.CrossRef
Isen, A. M., & Patrick, R. (1983). The effect of positive feelings on risk-taking: When the chips are down. Organizational Behavior and Human Decision Processes, 31(2), 194–202.
Janiszewski, C., & Meyvis, T. (2001). Effects of brand logo complexity, repetition, and spacing on processing fluency and judgment. Journal of Consumer Research, 28(1), 18–32.
Kahn, B., & Isen, A. (1993). The influence of positive affect on variety seeking among safe, enjoyable products. Journal of Consumer Research, 20(2), 257–270.CrossRef
Kardes, F. R. (1988). Spontaneous inference processes in advertising: The effects of conclusion omission and involvement on persuasion. Journal of Consumer Research, 15(2), 225–233.CrossRef
Keller, K. (2009). Building strong brands in a modern marketing communications environment. Journal of Marketing Communications, 15(2–3), 139–155.CrossRef
Keller, K., & Lehmann, D. R. (2006). Brands and branding: Research findings and future priorities. Marketing Science, 25(6), 740–759.CrossRef
Kennerley, S., Walton, M., Behrens, T., Buckley, M., & Rushworth, M. (2006). Optimal decision making and the anterior cingulate cortex. Nature Neuroscience, 9(7), 940–947.CrossRef
Kroeber-Riel, W. (1979). Activation research: Psychobiological approaches in consumer research. Journal of Consumer Research, 5(4), 240–250.CrossRef
Lang, P. J., Bradley, M. M., & Cuthbert, B. N. (1997). International affective picture system (IAPS): Technical manual and affective ratings. FL: Gainesville.
Lee, A. Y., & Sternthal, B. (1999). The effects of positive mood on memory. Journal of Consumer Research, 26(2), 115–127.CrossRef
Levin, I. P., Xue, G., Weller, J. A., Reimann, M., Lauriola, M., & Bechara, A. (2012). A neuropsychological approach to understanding risk-taking for potential gains and losses. Frontiers in Neuroscience, 6(15), 1–11.
Loewenstein, G., & Lerner, J. (2003). The role of affect in decision making. In R. Davidson, H. Goldsmith, & K. Scherer (Eds.), Handbook of affective science (pp. 619–642). New York: Oxford University Press.
Luce, R. D. (1986). Response times: Their role in inferring elementary mental organization. New York: Oxford University Press.
McClure, S. M., Li, J., Tomlin, D., Cypert, K. S., Montague, L. M., & Montague, P. R. (2004). Neural correlates of behavioral preference for culturally familiar drinks. Neuron, 44(2), 379–387.CrossRef
Mellers, B. A., Schwartz, A., & Cooke, A. D. J. (1998). Judgment and decision making. Annual Review of Psychology, 49(1), 447–477.CrossRef
Orth, U. R., & Malkewitz, K. (2008). Holistic package design and consumer brand impressions. Journal of Marketing, 72(3), 64–81.CrossRef
Pham, M. T. (2004). The logic of feeling. Journal of Consumer Psychology, 14(4), 360–369.CrossRef
Pham, M. (2007). Emotions and rationality: A critical review and interpretation of empirical evidence. Review of General Psychology, 11(2), 155–178.CrossRef
Reimann, M., & Bechara, A. (2010). The somatic marker framework as a neurological theory of decision-making: Review, conceptual comparisons, and future neuroeconomic research. Journal of Economic Psychology, 31(5), 767–776.CrossRef
Reimann, M., Zaichkowsky, J., Neuhaus, C., Bender, T., & Weber, B. (2010). Aesthetic package design: A behavioral, neural, and psychological investigation. Journal of Consumer Psychology, 20(4), 431–441.CrossRef
Reimann, M., Schilke, O., Weber, B., Neuhaus, C., & Zaichkowsky, J. (2011). Functional magnetic resonance imaging in consumer research: A review and application. Psychology and Marketing, 28(6), 608–637.CrossRef
Reimann, M., Castaño, R., Zaichkowsky, J., & Bechara, A. (2012). How we relate to brands: Psychological and neurophysiological insights into consumer-brand relationships. Journal of Consumer Psychology, 22(1), 128–142.CrossRef
Reimann, M., Feye, W., Malter, A. J., Ackerman, J., Castaño, R., Garg, N., Kreuzbauer, R., Labroo, A. A., Lee, A. Y., Morrin, M., Nenkov, G. Y., Nielsen, J. H., Perez, M., Pol, G., Rosa, J. A., Yoon, C., & Zhong, C. (2012b). Embodiment in judgment and choice, Journal of Neuroscience, Psychology, and Economics, 5(2), 104–123.
Roehm, H. A., & Roehm, M. L. (2005). Revisiting the effect of positive mood on variety seeking. Journal of Consumer Research, 32(2), 330–336.CrossRef
Russel, J. A., Weiss, A., & Mendelsohn, G. A. (1989). Affect grid: A single-item scale of pleasure and arousal. Journal of Personality and Social Psychology. 57(3), 493–502.
Sanbonmatsu, D. M., & Kardes, F. R. (1988). The effects of physiological arousal on information processing and persuasion. Journal of Consumer Research, 15(3), 379–385.CrossRef
Santos, J. P., Seixas, D., Brandao, S., & Moutinho, L. (2011). Investigating the role of the ventromedial prefrontal cortex in the assessment of brands. Frontiers in Neuroscience, 5(1), 1–8.
Schaefer, M., & Rotte, M. (2007). Favorite brands as cultural objects modulate reward circuit. NeuroReport, 18(2), 141–145.CrossRef
Schneider, J., & Hall, J. (2011). Why most product launches fail. Harvard Business Review, 89(4), 21–23.
Schwarz, N., & Bless, H. (1991). Happy and mindless, but sad and smart? The impact of affective states on analytic reasoning. In: J. P. Forgas (Ed.). Emotion and social judgment (pp. 55–71): Elmsford: Pergamon.
Shiv, B., & Fedorikhin, A. (2002). Spontaneous versus controlled influences of stimulus based affect on choice behavior. Organizational Behavior and Human Decision Processes, 87(2), 342–70.CrossRef
Shiv, B., & Huber, J. (2000). The impact of anticipating satisfaction on consumer choice. Journal of Consumer Research, 27(2), 202–216.CrossRef
Stayman, D. M., & Kardes, F. R. (1992). Spontaneous inference processes in advertising: Effects of need for cognition and self-monitoring on inference generation and utilization. Journal of Consumer Psychology, 1(2), 125–142.CrossRef
Trope, Y., & Liberman, N. (2010). Construal-level theory of psychological distance. Psychology Review, 117(2), 440–463.CrossRef
Tsai, C. I., & Manoj, T. (2011). When do feelings of fluency matter? How abstract and concrete thinking influence fluency effects. Psychological Science, 20(10), 1–7.
Wilensky, A. E., Schafe, G. E., Kristensen, M. P., & LeDoux, J. E. (2006). Rethinking the fear circuit: The central nucleus of the amygdala is required for the acquisiton, consolidation, and expression of Pavlovian fear conditioning. Journal of Neuroscience, 26(48), 12387–12396.CrossRef
Wise, R. A. (1978). Catecholamine theories of reward: A critical review. Brain Research, 152(2), 215–247.CrossRef
Wise, R. A., & Rompre, P.-P. (1989). Brain dopamine and reward. Annual Review of Psychology, 40(1), 191–225.CrossRef
Xue, G., Lu, Z., Levin, I. P., Weller, J. A., Li, X., & Bechara, A. (2009). Functional dissociations of risk and reward processing in the medial prefrontal cortex. Cerebral Cortex, 19(5), 1019–1027.CrossRef
Yoon, C., Gutchess, A. H., Feinberg, F., & Polk, T. A. (2006). A functional magnetic resonance imaging study of neural dissociations between brand and person judgments. Journal of Consumer Research, 33(1), 31–40.CrossRef
Yorkston, E., & Menon, G. (2004). A sound idea: Phonetic effects of brand names on consumer judgments. Journal of Consumer Research, 31(1), 43–51.CrossRef
Metadaten
Titel
Novel versus familiar brands: An analysis of neurophysiology, response latency, and choice
verfasst von
Martin Reimann
Raquel Castaño
Judith Zaichkowsky
Antoine Bechara
Publikationsdatum
01.09.2012
Verlag
Springer US
Erschienen in
Marketing Letters / Ausgabe 3/2012
Print ISSN: 0923-0645
Elektronische ISSN: 1573-059X
DOI
https://doi.org/10.1007/s11002-012-9176-3

Weitere Artikel der Ausgabe 3/2012

Marketing Letters 3/2012 Zur Ausgabe

OriginalPaper

When counterfeits raise the appeal of luxury brands

OriginalPaper

Battle royal: Zero-price effect vs relative vs referent thinking

OriginalPaper

What type of framing message is more appropriate with nine-ending pricing?

OriginalPaper

To divide or not to divide? The impact of partitioned pricing on the informational and sacrifice effects of price

OriginalPaper

The boomerang effect of mandatory sanitary messages to prevent obesity

OriginalPaper

Multiattribute perceptual mapping with idiosyncratic brand and attribute sets