In Pursuit of Luxury: Anterior Cingulate Cortex Activation in Response to Luxury Brands Depends on Goal-Congruent Cues

Adam Craig, University of South Carolina, USA
Heather M. Johnson, University of Maryland, USA
Stacy Wood, North Carolina State University, USA
Yuliya Komarova, Fordham University, USA
Using an fMRI protocol, we find that exposure to consumption goal-oriented cues (either indulgence or frugality) and then to either luxury or practical brand logos reveals that luxury brands and, importantly, the congruity between consumption cues and the brand, affect the brain regions responsible for goal valuation and motivation.
[ to cite ]:
Adam Craig, Heather M. Johnson, Stacy Wood, and Yuliya Komarova (2011) ,"In Pursuit of Luxury: Anterior Cingulate Cortex Activation in Response to Luxury Brands Depends on Goal-Congruent Cues", in NA - Advances in Consumer Research Volume 39, eds. Rohini Ahluwalia, Tanya L. Chartrand, and Rebecca K. Ratner, Duluth, MN : Association for Consumer Research, Pages: 86-87.