The guinea pigs', er volunteers', brand perceptions were correlated via questionnaire before and after the fMRI imaging. As an additional control, an abstract colored image was also displayed during each sequence.
It would seem that those with the weakest or least developed critical thinking capabilities — such as children — are most susceptible to the brand balm - or is it "bomb"? But this study shows that we all come under the magical sway of the powerful brand.
Sounding rather defensive, Born said, "The vision of this research is to better understand the needs of people and to create markets which are more oriented towards satisfaction of those needs. Research aimed at finding ways to address individual needs may contribute to a higher quality of life."
Well, it certainly will for those on the selling end of the equation.
Article comments
1 - DJRadiohead
So all this site re-design stuff was just an effort to boost the BC Magazine brand name?
2 - Iloz Zoc
Least thinking and critical abilities usually equates to higher emotionality, so teens are highly susceptible to this effect also.
Peer pressure to confirm to accepted brands of clothing, electronics, all the "in" stuff can cause a negative emotional response, too, on an individual who can't afford, or doesn't want to conform, to become a brand zombie.
3 - Elvira Black
Neuroeconomics: now I've heard it all!
This brings to mind the recent feeding frenzy regarding the release of Playstation 3, and the reportedly less barbaric behavior of fans of the new Wii videogame. (Forgive me if I've got the names wrong--I know nothing about videogames, being an old childless fart). Could Wii buyers be a kinder, gentler bunch due to their attraction to this branding?
I have to admit that certain life insurance slogans and logos give me a warm and fuzzy feeling--I can literally feel those endorphins flowing. Fascinating article.
4 - Eric Olsen
Josh, seriously, branding is an important part of some of the changes - the perception is still far too fragmented, which is mostly a function of being a wide ranging "magazine," but still something we have to try to address.
IZ, it seems the study is looking at how powerful branding is and its physiological foundations, but there is clearly a downside to the phenomenon. I am sure the social aspects are part of the power - the status symbol aspect.
5 - Eric Olsen
thanks EB, very interesting thought about the characteristics of those attracted to various brands!
6 - Graham Douglas
Born said, "The vision of this research is to better understand the needs of people and to create markets which are more oriented towards satisfaction of those needs. Research aimed at finding ways to address individual needs may contribute to a higher quality of life."
While there are some on the "selling end of the equation" who will use the research for their own benefit, some will support Born's vision. For instance, I have noted it for inclusion in the Research page of the Integrative Federation. My Integrative Improvement approach is a demand-centred one so research into what is involved in demand creation is of particular interest.
There is some background on my website and a paper "Achieving Sustainable Development: The Integrative Improvement Institutes Project" is to be presented at the Inaugural All China Economics International Conference in Hong Kong on 18-20 December 2006.
Thanks Eric for drawing attention to the research.