A Functional Magnetic Resonance Imaging Study of Neural Dissociations between Brand and Person Judgments

By Carolyn Yoon, A. Gutchess, Fred M. Feinberg, T. Polk. 2006

285 citations recorded by the source corpus.

Subfields: Cognitive Neuroscience, Marketing, Social Psychology

View Paper: https://www.semanticscholar.org/paper/163b31d82fb98b6db383e24a2baa99988292afd1

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Citations in the corpus

Evolutionary neuromarketing: darwinizing the neuroimaging paradigm for consumer behavior (2008, background): “It has also been shown that dissociation exists between brand judgments and person judgments, suggesting that distinct brain activity occurs as a function of the types of judgments made (Yoon et al., 2006).”
Emotions in Tourism: Theoretical Designs, Measurements, Analytics, and Interpretations (2020, background): “…technology (viz., functional Magnetic Resonance Imaging or fMRI) also offers exciting opportunities to investigate behavior and decision-making at the neural level (Casado-Aranda, Sánchez-Fernández, and MontoroRíos 2017; Hsu and Cheng 2018; Kenning, Plassmann, and Ahlert 2007; Yoon et al. 2006).”
Functional magnetic resonance imaging in consumer research: A review and application (2011, background): “…used fMRI to investigate the perception of personality of brands versus the personality of faces and showed that the areas of processing differ between person and brand judgments, a result the investigators interpreted as challenging the concept of brand personality (Yoon et al., 2006).”
The effect of employee behavior on brand personality impressions and brand attitudes (2009, background): “Judgments of social stimuli, however, may differ from judgments of non-social stimuli in important respects (Yoon et al. 2006).”
A current overview of consumer neuroscience (2008, background): “Yoon et al. (2006) examined the concept of ‘‘brand personality’’ nal of Consumer Behaviour, July–October 2008 DOI: 10.1002/cb by addressing the question of whether the brain processes semantic judgments about objects and persons in different ways.”
Branding the brain: A critical review and outlook (2012, background): “found for the case of Pepsi Yoon et al. (2006) Do brand judgments recruit the same”
Gaming with Mr. Slot or Gaming the Slot Machine? Power, Anthropomorphism, and Risk Perception (2011, background): “The possibility of this somewhat limited form of anthropomorphism might explain why Yoon et al. (2006) observed neural dissociates between brand and person judgments.”
Consumer Neuroscience: Applications, Challenges, and Possible Solutions (2015, background): “…explore whether brand personalities are perceived more as people or as objects, this requires some control or so-called “localizer” task that investigates the neural basis of person perception that can then be compared with neural signatures of person and brand processing, as Yoon et al. (2006) do.”
A Sales Force–Specific Theory-of-Mind Scale: Tests of Its Validity by Classical Methods and Functional Magnetic Resonance Imaging (2009, background): “Advances in neuroscience have inspired recent research in related areas, such as consumer behavior (Shiv et al. 2005; Yoon et al. 2006) and economics (Camerer, Loewenstein, and Prelec 2005), and suggest that despite their complexity and relative inaccessibility, mental processes can be studied more ”
Employer brand trust and affect: linking brand personality to employer brand attractiveness (2014, background): “Although the application of personality concepts to brands is not unquestioned (Yoon et al., 2006), brand personality traits have been effectively used to explain responses revealing considerable variance in employer brand attractiveness (Lievens, 2007; Lievens and Highhouse, 2003).”
Can Brands Move in from the Outside? How Moral Identity Enhances Out-Group Brand Attitudes (2013, background): “To the extent that research has demonstrated that consumers do not process product information in the same manner as human-related information (Yoon et al. 2006), the effect of moral identity on consumer judgments unrelated to morality is unique from prior effects of moral identity on morality-based”