Page 16 - Issue 61

Vol.1 Issue 61 November 2023 ELITE

The neuroscience of branding

Hana Bishr - 4th year - Economics - hana.beshr2020@feps.edu.egl

An economist would say, how is this different brands, I'm choosing to create an
possible that a rational consumer identity. When a consumer puts that shirt

would be willing to pay more for on with those shoes and those jeans,
exactly the same thing? Consumers love someone is going to form an impression
to think about themselves as rational about what I'm about. So, if I'm choosing

but that's not how it works. A very Nike over Under Armour, I'm choosing a
famous study done by colleagues at kind of different way to express affiliation

Duke University to two randomized with sport. The Nike thing is about
groups of participants. The study performance. The Under Armour thing is
found that after being subliminally about the underdog. I have to choose

exposed to the Apple logo compared to which of these different conceptual
when you've been exposed to the IBM pathways is most consistent with where I

logo, participants performed better on am in my life. Once a consumer makes that
creative tasks and the argument is that choice, their relationship with a brand can

Apple has been telling you this story deepen to the point where they identify
over and over again. Apple is a brand with a brand-like family and once you

for hip, cool, fun, creative people. This identify with a brand, it can shape the way
is the true power of a brand. They can you behave. it's really interesting because if
influence our behavior in ways that someone talks bad about that product,

extend way beyond the point of sale. brand, or service, they will be the first to go
So, to what degree can the influence of out and defend because an attack on the

brands weaken our ability to make brand is an attack on themselves. Michael
rational spending decisions? Platt is a professor of neuroscience,

When consumers make choices about marketing, and psychology whose research
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