The Fire of Desire: Neural Correlates of Brand Choice
While different decision strategies and brand-choice processes are studied extensively in consumer research, little is known about whether and how the human brain is involved in computing these processes. The current paper reviews a functional magnetic brain imaging experiment analyzing the neural correlates of brand choice tasks. Brands are assumed to serve as an associative neural network or information chunk during choice processes which bias the applied decision strategy. The first choice brand dominates the decision strategy in the form of an affect heuristic. The results visualize and affirm the role of emotion and episodic memory in decision making.
Hilke Plassmann, Peter Kenning, and Michael Deppe (2005) ,"The Fire of Desire: Neural Correlates of Brand Choice", in E - European Advances in Consumer Research Volume 7, eds. Karin M. Ekstrom and Helene Brembeck, Goteborg, Sweden : Association for Consumer Research, Pages: 516-517.
Hilke Plassmann, Institute for Retail Management and Network Marketing, University of Muenster
Peter Kenning, Institute for Retail Management and Network Marketing, University of Muenster
Michael Deppe, Department of Neurology, University Hospital Muenster
E - European Advances in Consumer Research Volume 7 | 2005
Featured papersSee More
Pursue Your Passions: Cultural Discourses about Consumer’s Heroic Wilderness Adventures
Nathan Warren, University of Oregon, USA
Linda L Price, University of Oregon, USA
When Less is More - How Making Products More Personal Can Decrease Purchase Intention
Michael Schulz, University of Cologne
F9. Protection against Deception: The Moderating Effects of Knowledge Calibration on Consumer Responses to Ambiguous Advertisement Information
Joel Alan Mohr, Queens University, Canada
Peter A. Dacin, Queens University, Canada