Unconscious Brand Reactions Influence Financial Decision-Making

Philip Harris, University of Melbourne, Australia
Carsten Murawski, University of Melbourne, Australia
Recent neuroimaging insights indicate that the reward value associated with brands may impact on affective processes underlying choice. In this research, we explore the possibility that brands with affective value can impact on behaviour by influencing affective systems underlying decision-making. Our results indicate that brand images with affective value can shift decision-making towards affectively-driven choices. Furthermore, these effects occur without conscious awareness of the identity of the brand stimuli. These findings provide initial evidence that brands may impact on behaviour outside of the consumer context by modulating affective systems underlying decision-making.
[ to cite ]:
Philip Harris and Carsten Murawski (2010) ,"Unconscious Brand Reactions Influence Financial Decision-Making", in NA - Advances in Consumer Research Volume 37, eds. Margaret C. Campbell, Jeff Inman, and Rik Pieters, Duluth, MN : Association for Consumer Research, Pages: 810-812 .