Brand Insights from Consumer Neuroscience


Carolyn Yoon
Carolyn Yoon
  • Speaker
Stephen M. Ross School of Business, University of Michigan

Event Information

Type
Research Seminar
Programme
Marketing
Date
Mon. 2 Dec. 2013
Contact
Nailya Ordabayeva
Time
12:00-13:30 hours
Location
Mandeville Building T03-39


Abstract

An influential view within marketing is that consumers have close relationships with brands (Fournier, 1998). In ethnographic and behavioural studies, brands have been conceptualised as active relationship partners, with empirical support provided for the existence of various types of consumer-brand relationships. We conduct two studies using functional magnetic resonance imaging that largely challenge the notion that consumers relate to brands in a similar manner as they do with others in social relationships. We consider the implications of the present findings and broaden the discussion to suggest how neuroscientific methods can be used to inform theory and practice.

Nailya Ordabayeva
Nailya Ordabayeva
  • Coordinator