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Famous brands easier on the brain
Wednesday, 29 November 2006By Anne Harding
Reuters

Famous brands induce less brain activity than brands that are less well-known.
Image: iStockphoto

AdvertisementNEW YORK: People's brains respond more easily to well-recognised brands, and have a tougher time reacting to less famous ones, regardless of the product involved, German researchers report.

Brain scans with functional MRI, an imaging test that measures how much energy the brain is using, revealed that volunteers' brains worked harder when they evaluated a so-called "weak" brand, and that activation occurred in areas tied to negative emotions.

Conversely, strong brands elicited less activation, and the activity that did occur was centred on brain areas involved in self-identification, rewards and positive emotion.

In the study, which was presented this week at the annual meeting of the Rad