Page 17 - Issue 61

Vol.1 Issue 61 November 2023 ELITE

News, meaning if the Apple headline
demonstrates how our perception of
was negative, their brain reflected a
brands influences our decisions. There's
positive response. It really shows us that
an idea in marketing, which is that we
Apple has completely defined the market
relate to brands in the same way we relate
here. Samsung customers, it seems from
to people. Michael and his team observed
their brain data, are only buying
the brains of iPhone users and Samsung
Samsung because they hate Apple. Most
Galaxy users with an MRI machine while
people just don't realize that they are
they heard good, bad, and neutral news
subconsciously choosing brands because
about Apple and Samsung. Apple
those brands have some kind of self-
customers showed a brain empathy
expressive value. You Can see there's a
response toward Apple that was exactly
lot of power here in terms of shaping
what you'd see in the way you would
consumers' decisions. As we learn more
respond to somebody in your own
and more about that, we have to think
family. Strangely, Samsung users didn't
much more deeply about the ethical,
have any positive or negative responses
legal, and societal implications of our
when good or bad news was released
choices. The best thing consumers can
about their brand.
do to make informed choices is to be
The only evidence that Samsung users
aware of the influence that brands hold.
showed was reverse empathy for Apple

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