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.