Branding and a child's brain: an fMRI study of neural responses to logos
Branding and a child's brain: an fMRI study of neural responses to logos
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DOI：
10.1093/scan/nss109
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发表时间：
2014-01-01
影响因子：
4.2
通讯作者：
Savage, Cary R.
中科院分区：
文献类型：
--
作者：
Bruce, Amanda S.;Bruce, Jared M.;Savage, Cary R.
品牌和广告对产品的熟悉度和偏好都有很大的影响，但还没有神经成像研究检测过儿童对标志的神经反应。食品广告在操纵儿童的选择方面特别普遍和有效。这项研究的目的是研究健康儿童的大脑如何对常见的食物和其他标志做出反应。一个试点验证研究首先进行了32名儿童选择最熟悉的文化标志，并匹配食品和非食品标志的效价和强度。然后，使用功能性磁共振成像扫描了17名健康体重儿童的新样本。与基线相比，食物标志与眶额皮层和下前额叶皮层的激活增加相关。与非食物标识相比，食物标识引起后扣带皮层激活增加。结果证实，食物标识激活了儿童大脑中与动机有关的某些区域。这标志着第一项针对儿童的研究，以检查大脑对文化上熟悉的标志的反应。考虑到广告的普遍性，研究应该进一步调查儿童在神经层面上对营销的反应。
Branding and advertising have a powerful effect on both familiarity and preference for products, yet no neuroimaging studies have examined neural response to logos in children. Food advertising is particularly pervasive and effective in manipulating choices in children. The purpose of this study was to examine how healthy children's brains respond to common food and other logos. A pilot validation study was first conducted with 32 children to select the most culturally familiar logos, and to match food and non-food logos on valence and intensity. A new sample of 17 healthy weight children were then scanned using functional magnetic resonance imaging. Food logos compared to baseline were associated with increased activation in orbitofrontal cortex and inferior prefrontal cortex. Compared to non-food logos, food logos elicited increased activation in posterior cingulate cortex. Results confirmed that food logos activate some brain regions in children known to be associated with motivation. This marks the first study in children to examine brain responses to culturally familiar logos. Considering the pervasiveness of advertising, research should further investigate how children respond at the neural level to marketing.