How Brand Preferences Affect Reward Processing in the Brain
Author Information
Author(s): Koeneke Susan, Pedroni Andreas F, Dieckmann Anja, Bosch Volker, Jäncke Lutz
Primary Institution: University of Zurich, Institute of Psychology, Division Neuropsychology
Hypothesis
Individual brand preferences modulate activity in reward areas similarly to objectively measurable differences in reward intensity.
Conclusion
The study suggests that different brand preferences influence the perceived value of rewards, affecting both anticipation and evaluation phases in the brain.
Supporting Evidence
- Neural activity in reward areas increased with higher brand preference during anticipation.
- Preference-modulated activity was observed in distinct brain regions during both anticipation and evaluation phases.
- Participants showed greater hemodynamic responses in the brain when anticipating rewards from their preferred brands.
Takeaway
People like different brands, and this affects how excited they feel about getting rewards, like chocolate bars.
Methodology
Participants played a wheel-of-fortune game while undergoing fMRI to measure brain activity related to brand preferences.
Potential Biases
The sample was limited to healthy female participants, which may not represent broader demographics.
Limitations
The study's findings may be influenced by the delay in receiving rewards and the subjective nature of brand preferences.
Participant Demographics
Nineteen healthy female adult participants with a mean age of 24.05.
Statistical Information
P-Value
p<0.001
Statistical Significance
p<0.001
Digital Object Identifier (DOI)
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