Een beroemde persoon die een product aanprijst: Wat vindt uw brein daarvan?

Bekende personen worden vaak ingehuurd voor reclamecampagnes. In dit onderzoek laten we zien dat een hoge gepercipieerde deskundigheid van de bekende persoon voor het product, sterk kan bijdragen aan het succes van dergelijke campagnes. Een expert zorgt zowel voor een beter geheugen voor het aangeprezen product als een hogere koopintentie. Met de toepassing van neuroimaging (fMRI) wordt onderzocht welke hersenprocessen hiervoor verantwoordelijk zijn. Experts zorgen voor activatie van associatienetwerken over de bekende persoon en het product en in het bijzonder tot sterkere activatie van de hippocampus waardoor het aangeprezen product beter wordt opgeslagen in het geheugen. Activatie van het caudatum door experts leidt tot verhoging van de koopintentie. Het caudatum maakt dat experts een fundamenteel gevoel van vertrouwen meegeven aan het product. Hiermee is een cruciale rol van dit hersengebied aangetoond in overredende communicatie. Implicaties voor marketing en marktonderzoek worden gegeven

Resting-State Theta Oscillations and Reward Sensitivity in Risk Taking

Females demonstrate greater risk aversion than males on a variety of tasks, but the underlying neurobiological basis is still unclear. We studied how theta (4–7 Hz) oscillations at rest related to three different measures of risk taking. Thirty-five participants (15 females) completed the Bomb Risk Elicitation Task (BRET), which allowed us to measure risk taking during an economic game. The Domain-Specific Risk-Taking Scale (DOSPERT) was used to measure self-assessed risk attitudes as well as reward and punishment sensitivities. In addition, the Barratt Impulsiveness Scale (BIS11) was included to quantify impulsiveness. To obtain measures of frontal theta asymmetry and frontal theta power, we used magnetoencephalography (MEG) acquired prior to task completion, while participants were at rest. Frontal theta asymmetry correlated with average risk taking during the game but only in the female sample. By contrast, frontal theta power correlated with risk taking as well as with measures of reward and punishment sensitivity in the joint sample. Importantly, we showed that reward sensitivity mediated a correlation between risk taking and the power of theta oscillations localized to the anterior cingulate cortex. In addition, we observed significant sex differences in source- and sensor-space theta power, risk taking during the game, and reward sensitivity. Our findings suggest that sensitivity to rewards, associated with resting-state theta oscillations in the anterior cingulate cortex, is a trait that potentially contributes to sex differences in risk taking

Celebrities and Shoes on the Female Brain: The Neural Correlates of Product Evaluation in the Context of Fame

Celebrity endorsement is omnipresent. However, despite its prevalence, it is unclear why celebrities are more persuasive than (equally attractive) non-famous endorsers. The present study investigates which processes underlie the effect of fame on product memory and purchase intention by the use of functional magnetic resonance imaging methods. We find an increase in activity in the medial orbitofrontal cortex (mOFC) underlying the processing of celebrity-product pairings. This finding suggests that the effectiveness of celebrities stems from a transfer of positive affect from celebrity to product. Additional neuroimaging results indicate that this positive affect is elicited by the spontaneous retrieval of explicit memories associated with the celebrity endorser. Also, we demonstrate that neither the activation of implicit memories of earlier exposures nor an increase in attentional processing is essential for a celebrity advertisement to be effective. By explaining the neural mechanism of fame, our results illustrate how neuroscience may contribute to a better understanding of consumer behavior