کد مقاله کد نشریه سال انتشار مقاله انگلیسی نسخه تمام متن
6264624 1614014 2011 7 صفحه PDF دانلود رایگان
عنوان انگلیسی مقاله ISI
Research ReportStriatal response to favorite brands as a function of neuroticism and extraversion
موضوعات مرتبط
علوم زیستی و بیوفناوری علم عصب شناسی علوم اعصاب (عمومی)
پیش نمایش صفحه اول مقاله
Research ReportStriatal response to favorite brands as a function of neuroticism and extraversion
چکیده انگلیسی

Recent research has demonstrated that the perception of favorite brands involves similar brain networks than artificially associated reward stimuli. This has been explained by the association of brands with appetitive stimuli due to marketing efforts. Thereby, strong emotional bonds between the brand and the customer may be established. Furthermore, previous studies have shown that the personality dimension extraversion can be linked with the dopaminergic system and reward-sensitive brain areas. The current study aimed to examine if personality traits are associated with the perception of brands as rewarding stimuli. In order to test this hypothesis we conducted an fMRI study in which we presented pictures of chocolate brands, which participants had to rate according to their personal attraction. The personality traits were assessed according to the Five-Factor-Model. Results revealed that favorite brands engaged reward-related brain areas (ventral striatum). This activation was significantly correlated with the degree of extraversion and neuroticism of the participants. Thus, the results demonstrate that personality traits are closely associated with the perception of brands as rewarding stimuli. We discuss the results with recent studies on the neuronal substrates of reward related processing of cultural objects and the role of personality in brand loyalty.

► Favorite brands as rewarding stimuli involve activation in striatum. ► Personality traits are linked with this activation. ► Extraversion and introversion predict activity in striatum.

ناشر
Database: Elsevier - ScienceDirect (ساینس دایرکت)
Journal: Brain Research - Volume 1425, 24 November 2011, Pages 83-89
نویسندگان
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