Department of Neurology, Otto-von-Guericke University Magdeburg, 39120 Magdeburg, Germany.
Brain Res. 2011 Nov 24;1425:83-9. doi: 10.1016/j.brainres.2011.09.055. Epub 2011 Oct 1.
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.
最近的研究表明，人们对喜爱品牌的感知涉及到与人为关联的奖励刺激相同的大脑网络。这可以通过品牌与开胃刺激物的关联来解释，这是由于市场营销的努力。因此，品牌和客户之间可能会建立强烈的情感纽带。此外，先前的研究表明，人格维度外向性可以与多巴胺能系统和奖励敏感的大脑区域相关联。本研究旨在检验人格特质是否与将品牌视为奖励刺激的感知有关。为了检验这一假设，我们进行了一项 fMRI 研究，在该研究中，我们展示了巧克力品牌的图片，参与者必须根据个人吸引力对其进行评分。人格特质是根据五因素模型评估的。结果表明，喜爱的品牌会激活与奖励相关的大脑区域（腹侧纹状体）。这种激活与参与者的外向性和神经质程度显著相关。因此，研究结果表明，人格特质与将品牌视为奖励刺激的感知密切相关。我们将结果与最近关于文化对象奖励相关加工的神经基础以及人格在品牌忠诚度中的作用的研究进行了讨论。
