Want some more information about the science behind the recent study on how brand affinity can affect brain activity? Last week, Samuel McClure and his colleagues published a paper in the science journal Neuron. In "Neural Correlates of Behavioral Preference for Culturally Familiar Drinks," the authors show how brand affinity can trump a blind taste test -- people who preferred Pepsi over Coke would change their response when they learned which option was Coke: Their brand knowledge flipped a switch in their head.
[Thanks, Simon!]
Related Stories: | Topics:Innovation, branding, Coca-Cola Classic, Samuel McClure, Science and Technology, Sciences, Cognitive Science |
Recent Comments | 1 Total
October 19, 2004 at 1:05pm by Robert Ellis
I think that finally explains why I sometimes find it so hard to convert a Company from a favored professional. Sometimes, even when I show them graphically how much more they will benefit from my firm, come companies stay put.
Now I think I know why.
It explains the importance of branding, yes, but also the power of relationships with senior managment.