How we relate to brands: Psychological and neurophysiological insights into consumer–brand relationships

Reimann, Martin; Castaño, Raquel; Zaichkowsky, Judith Lynne; Bechara, Antoine

doi:10.1016/j.jcps.2011.11.003

Cited by 210 publications

(186 citation statements)

References 81 publications

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“…When employing autonomic physiologic measurements, studies are often carried out under strictly controlled laboratory conditions rather than in the shop (Lohse, 1997;Pieters et al, 1999;Van der Lans et al, 2008;Milosavljevic et al, 2011;Reimann et al, 2011). This is because extraneous stimuli such as those present in a shopping environment may influence the internal validity of results.…”

Section: Experimental Designmentioning

confidence: 99%

Attention, emotions and cause-related marketing effectiveness

Guerreiro

Rita

Trigueiros³

2015

European Journal of Marketing

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Purpose – The purpose of this study is to explain how cognitive and emotional responses may influence decisions to purchase cause-related products. Design/methodology/approach – An experimental design clarifies how autonomic reactions determine altruistic choices in a simulated shopping environment. Eye-tracking and electrodermal response measurements were set to predict choices of hedonic vs utilitarian cause-related vs unrelated products. Findings – Emotional arousal, pleasure and attention to the cause-related bundle are associated with altruistic behaviour in hedonic choices. When facing utilitarian choices, customers focus on brand logo and donation amount while experiencing pleasure, but emotional arousal does not increase marketing effectiveness in this case. Research limitations/implications – The experiment may be replicated in the real-world shopping environment, but spurious influences will be difficult to control. Distracting cues such as background music and scents used to increase positive emotions may affect intensity of emotive and cognitive processes. Practical implications – The results highlight the prominence of automatic reactions in customers’ choices. In the present instance, managers’ effort should be directed to the raising of altruistic visual cues of the donation-based promotion and positive emotional responses through guilt reducing effects. Originality/value – The study pioneers the use of eye-tracking coupled with skin conductance measurement in experimental designs aimed at clarifying the role of autonomic reactions such as emotional arousal, pleasure and attention in the effectiveness of emotionally charged marketing campaigns.

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Section: Experimental Designmentioning

confidence: 99%

Attention, emotions and cause-related marketing effectiveness

Guerreiro

Rita

Trigueiros³

2015

European Journal of Marketing

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“…Researchers posit that brands that have been associated with rewarding or appetitive stimuli due to marketing, engage similar brain reward-related networks (24). In support, neuroimaging studies reveal that presentation of preferred versus non-preferred brands recruited striatal, occipital, and vmPFC activity (25,26) and exposure to familiar versus non-familiar brands resulted in precuneus and occipital cortex activity (27,28). Similarly, among healthy-weight youth, exposure to branded food logos versus non-food logos, elicited response in the posterior cingulate and occipital cortices, regions implicated in stimulus saliency, visual processing, and attention (29).…”

Section: Introductionmentioning

confidence: 98%

Neural responsivity during soft drink intake, anticipation, and advertisement exposure in habitually consuming youth

Burger¹

2017

Preprint

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OBJECTIVE-Although soft drinks are heavily advertised, widely consumed, and have been associated with obesity, little is understood regarding neural responsivity to soft drink intake, anticipated intake, and advertisements. METHODS-FunctionalMRI was used to assess examine neural response to carbonated soft drink intake, anticipated intake and advertisement exposure as well as milkshake intake in 27 adolescents that varied on soft drink consumer status.RESULTS-Intake and anticipated intake of carbonated Coke ® activated regions implicated in gustatory, oral somatosensory, and reward processing, yet high-fat/sugar milkshake intake elicited greater activation in these regions versus Coke intake. Advertisements highlighting the Coke product vs. non-food control advertisements, but not the Coke logo, activated gustatory and visual brain regions. Habitual Coke consumers vs. non-consumers showed greater posterior cingulate responsivity to Coke logo ads, suggesting that the logo is a conditioned cue. Coke consumers exhibited less ventrolateral prefrontal cortex responsivity during anticipated Coke intake relative to non-consumers. CONCLUSIONS-Resultsindicate that soft drinks activate reward and gustatory regions, but are less potent in activating these regions than high-fat/sugar beverages, and imply that habitual soft drink intake promotes hyper-responsivity of regions encoding salience/attention toward brand specific cues and hypo-responsivity of inhibitory regions while anticipating intake.

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“…Brodie et al (2006) highlight the role of brands as facilitators of relationships and propose that brands are relational assets in a complex network of relationships. Thus, brands develop bonds with their customers that bring the brand seller and buyer together (Coviello et al, 2002;Veloutsou and Moutinho, 2009;Reimann et al, 2012;Albert and Merunka, 2013). However, brands do not only establish relationships with their customers, but also with many other stakeholders as its suppliers, investors or the community.…”

Section: Consumer-brand Relationshipsmentioning

confidence: 99%

How to support consumer-brand relationships

Iglesias

Saleem

2015

Marketing Intelligence &Amp; Planning

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If you would like to write for this, or any other Emerald publication, then please use our Emerald for Authors service information about how to choose which publication to write for and submission guidelines are available for all. Please visit www.emeraldinsight.com/authors for more information. About Emerald www.emeraldinsight.comEmerald is a global publisher linking research and practice to the benefit of society. The company manages a portfolio of more than 290 journals and over 2,350 books and book series volumes, as well as providing an extensive range of online products and additional customer resources and services.Emerald is both COUNTER 4 and TRANSFER compliant. The organization is a partner of the Committee on Publication Ethics (COPE) and also works with Portico and the LOCKSS initiative for digital archive preservation. AbstractPurpose -The purpose of this paper is to identify the detailed human resource policies and practices that favor the expansion of consumer-brand relationships. Design/methodology/approach -Due to the lack of studies in this specific field, this research leans toward adopting an exploratory and interpretative methodology. The data stems from 53 in-depth interviews spanning three case studies in the hotel industry. Findings -The main contribution of this research is the identification and description of the human resource management (HRM) policies and practices which enable the development of consumer-brand relationships. The six policies and practices which this research considers key are: recruitment, promotion, training, communication, evaluation and compensation. Originality/value -This is the first research that identifies and describes the HRM policies and practices which enable the development of consumer-brand relationships.

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How we relate to brands: Psychological and neurophysiological insights into consumer–brand relationships

Cited by 210 publications

References 81 publications

Attention, emotions and cause-related marketing effectiveness

Attention, emotions and cause-related marketing effectiveness

Neural responsivity during soft drink intake, anticipation, and advertisement exposure in habitually consuming youth

How to support consumer-brand relationships

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