Schaefer Michael, Rotte Michael
Department of Neurology II, Otto-von-Guericke University Magdeburg, 39120 Magdeburg, Germany.
Brain Res. 2007 Aug 24;1165:98-104. doi: 10.1016/j.brainres.2007.06.038. Epub 2007 Jul 5.
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.
基于文化的品牌对人们的经济行为有很大影响。在这里，我们旨在研究某些类别的品牌（声望型与实用型）所传达的社会经济信息是否会不同地引发大脑反应。我们在功能磁共振成像（fMRI）过程中呈现品牌图标，同时记录受试者的大脑活动。实验结束后，我们要求受试者根据不同特征对品牌进行评估。结果显示，一般来说，双侧额上回、海马体和后扣带回的一个活跃网络与熟悉的品牌有关。体育和奢侈品类别的品牌激活了内侧前额叶皮质（MPFC）和楔前叶区域。相比之下，被评为有价值产品的品牌激活了左侧额上回和前扣带回皮质（ACC）。结果表明，与价值品牌的认知控制相关的一个活跃皮质网络，以及一个已知与声望品牌的自我相关加工相关的网络。我们将结果讨论为前额叶皮质根据品牌的归因特征的不同参与情况。
