As reported in the January 4, 2007 Issue of Neuron, Brian Knutson and his team performed functional MRI on individuals while they were deciding whether or not to purchase various items.
Their results support the theory that the decision to purchase a brand involves the integration of emotional signals related to the anticipation of both obtaining the desired product and suffering the financial loss of paying for it.
The Blake Project Can Help: The Brand Positioning Workshop
Branding Strategy Insider is a service of The Blake Project: A strategic brand consultancy specializing in Brand Research, Brand Strategy, Brand Licensing and Brand Education
