PMID- 17655834
OWN - NLM
STAT- MEDLINE
DCOM- 20071026
LR  - 20131121
IS  - 0006-8993 (Print)
IS  - 0006-8993 (Linking)
VI  - 1165
DP  - 2007 Aug 24
TI  - Thinking on luxury or pragmatic brand products: Brain responses to different 
      categories of culturally based brands.
PG  - 98-104
AB  - Culturally based brands have a high impact on people's economic actions. Here we 
      aimed to examine whether socioeconomic information conveyed by certain classes of 
      brands (prestigious versus pragmatic classes) differentially evoke brain 
      response. We presented icons of brands while recording subject's brain activity 
      during a functional magnetic resonance imaging (fMRI) session. After the 
      experiment, we asked subjects to assess the brands according to different 
      characteristics. Results revealed an active network of bilateral superior frontal 
      gyri, hippocampus and posterior cingulate related to familiar brands in general. 
      Brands of the category sports and luxury activated regions in medial prefrontal 
      cortex (MPFC) and precuneus. In contrast, brands rated as value products 
      activated the left superior frontal gyrus and anterior cingulate cortex (ACC). 
      The results suggest an active cortical network related to cognitive control for 
      value brands and a network known to be associated with self-relevant processing 
      for prestigious brands. We discuss the results as differential engagement of the 
      prefrontal cortex depending on the attributed characteristic of a brand.
FAU - Schaefer, Michael
AU  - Schaefer M
AD  - Department of Neurology II, Otto-von-Guericke University Magdeburg, 39120 
      Magdeburg, Germany.
FAU - Rotte, Michael
AU  - Rotte M
LA  - eng
PT  - Journal Article
PT  - Research Support, Non-U.S. Gov't
DEP - 20070705
PL  - Netherlands
TA  - Brain Res
JT  - Brain research
JID - 0045503
RN  - S88TT14065 (Oxygen)
SB  - IM
MH  - Adult
MH  - Automobiles/economics
MH  - Brain/blood supply/*physiology
MH  - *Brain Mapping
MH  - *Culture
MH  - Female
MH  - Humans
MH  - Image Processing, Computer-Assisted
MH  - Magnetic Resonance Imaging
MH  - Male
MH  - Oxygen/blood
MH  - Pattern Recognition, Visual/*physiology
MH  - Photic Stimulation/methods
MH  - *Terminology as Topic
MH  - Thinking/*physiology
EDAT- 2007/07/28 09:00
MHDA- 2007/10/30 09:00
CRDT- 2007/07/28 09:00
PHST- 2006/10/11 00:00 [received]
PHST- 2007/03/13 00:00 [revised]
PHST- 2007/06/03 00:00 [accepted]
PHST- 2007/07/28 09:00 [pubmed]
PHST- 2007/10/30 09:00 [medline]
PHST- 2007/07/28 09:00 [entrez]
AID - S0006-8993(07)01343-1 [pii]
AID - 10.1016/j.brainres.2007.06.038 [doi]
PST - ppublish
SO  - Brain Res. 2007 Aug 24;1165:98-104. doi: 10.1016/j.brainres.2007.06.038. Epub 
      2007 Jul 5.