Novel versus Familiar Brands: An Analysis of Neurophysiology, Response Latency, and Choice

Martin Reimann, Raquel Castaño, Judith Zaichkowsky, Antoine Bechara

Research output: Contribution to journalJournal articleResearchpeer-review


Two experiments were conducted to analyze neurophysiological activation, response latency, and actual brand choice concerning novel and familiar brands. The results show that (1) the choice of novel brands (compared to the choice of familiar brands) is preceded by increased activation of both the cingulate gyrus and the ventromedial prefrontal cortex, as measured by a functional magnetic resonance imaging (fMRI) study; (2) novel brands are associated with longer choice response latency than familiar brands; and (3) positive mood enhances response latency of choosing novel brands compared to familiar brands.
Original languageEnglish
JournalMarketing Letters
Issue number3
Pages (from-to)745-759
Publication statusPublished - 2012


  • Branding
  • Consumer Neuroscience
  • Functional Magnetic Resonnance
  • Imaging
  • Modd Induction
  • Meuromarketing
  • Response Latency

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