Context Influences on Neural Bases of Judgments About Brand and Social Relationships

Carolyn Yoon, University of Michigan, USA
Angela H. Gutchess, Brandeis University
James R. Bettman, Duke University, USA
Neural activations (fMRI) associated with judgments about positive facets of relationships with close (vs. distant) brands were found to be highly sensitive to study context. Differential activations in reward-related regions for close versus distant brands obtained when the study elicited only judgments of brands, but not judgments of both brands and people.
[ to cite ]:
Carolyn Yoon, Angela H. Gutchess, and James R. Bettman (2011) ,"Context Influences on Neural Bases of Judgments About Brand and Social Relationships", 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: 139-140.