Brands on the brain: Do consumers use declarative information or experienced emotions to evaluate brands?

By F. Esch, Thorsten Möll, Bernd H. Schmitt, Christian Erich Elger, Carolin Neuhaus, Bernd Weber. 2012

148 citations recorded by the source corpus.

Subfields: Cognitive Neuroscience, Marketing, Social Psychology

View Paper: https://www.semanticscholar.org/paper/10c4a294ced8d284967bca01d022cb7b8a69a330

How researchers see this paper

The researchers whose trusted networks rank it highest, strongest advocate first. Every researcher gets a different order.

In Cognitive Neuroscience

1. Sharad Agarwal
2. Richard P. Bagozzi
3. Tanusree Dutta
4. Steven D. Shaw
5. Chunyan Xie

In Marketing

1. Richard P. Bagozzi
2. Steven D. Shaw
3. Utpal M. Dholakia

In Social Psychology

1. Richard P. Bagozzi
2. Steven D. Shaw
3. Utpal M. Dholakia
4. Andrew R. Schrock
5. J. Edwards
6. Abraham Carmeli
7. L. K. Pearo
8. James Y. L. Thong

Citations in the corpus

• Neuromarketing and consumer neuroscience: current understanding and the way forward (2015, background): “2007) or if researchers found activations in the brain region, the pallidum, which is associated with positive emotions and pleasure, for strong brands and activations of the insula, which is associated with negative emotions, for weak and unfamiliar brands then the researchers argue that there is a”
• Influence of sensory stimuli on brand experience, brand equity and purchase intention (2017, unknown): “Esch et al. (2012) conclude that customers perceive declarative information and experience emotions differently when evaluating brands as “strong” brands versus unfamiliar brands.”
• The neuropsychology of consumer behavior and marketing (2018, background): “In comparison with weak brands, strong brands engage the dorsolateral prefrontal cortex, while weak brands engage the insula more heavily (Esch et al., 2012).”