Abstract
Background In numerous fMRI studies, brands strongly confound the customer’s economic decisions on a neural level by modulating cortical activity in reward-related areas.
Objective To test the hypothesis that the effect of logos can be increased by artistic logo representations, we presented logos in original and artistically changed versions during fMRI.
Methods Following a pre-study survey on the familiarity of original brand logos, 15 logos rated as “familiar” and 10 logos rated as “unfamiliar” were selected for fMRI experiment. During fMRI, 15 healthy subjects were presented with original and artistically changed logos out of the familiar/unfamiliar categories. A whole-brain and ROI analysis for reward-related areas were performed. Moreover, logo-induced valence and arousal were measured with the self-assessment manikin.
Results Whole-brain analysis revealed activation in bilateral visual cortex for artistically changed logos (familiar/unfamiliar) compared to original logos. No significant effect could be detected for the ROI analysis. On average, the logos caused neutral emotions. However, when analyzing valence and arousal for familiar/unfamiliar and original/artistically changed logos separately, familiar original logos evoked stronger positive emotions than familiar artistically changed logos. Artistically changed logos (familiar/unfamiliar) excited participants significantly more than original logos.
Conclusion Artistically changed logos elicit activation in the bilateral visual cortex but not in reward-related areas.
Competing Interest Statement
J. Kraemer has received honoraria for lecturing from Biogen, Sanofi-Genzyme, Roche, Novartis, Merck Serono, Mylan, and Teva, and financial research support from Sanofi Genzyme. T. Rott, F. Olivier, N.C. Landmeyer, J.-G. Tenberge, and P. Schiffler declare no competing interests. A. Johnen has received honoraria and reimbursement for travel expenses for acting as a speaker for Actelion Pharmaceuticals. H. Wiendl has received honoraria for acting as a member of Scientific Advisory Boards Biogen, Evgen, Genzyme, MedDay Pharmaceuticals, Merck Serono, Novartis, Roche Pharma AG, and Sanofi-Aventis as well as speaker honoraria and travel support from Alexion, Biogen, Cognomed, F. Hoffmann-La Roche Ltd., Gemeinnuetzige Hertie-Stiftung, Merck Serono, Novartis, Roche Pharma AG, Genzyme, TEVA, and WebMD Global. Prof. Wiendl is acting as a paid consultant for Actelion, Biogen, IGES, Johnson & Johnson, Novartis, Roche, Sanofi-Aventis, and the Swiss Multiple Sclerosis Society. His research is funded by the German Ministry for Education and Research (BMBF), Deutsche Forschungsgemeinschaft (DFG), Else Kroener Fresenius Foundation, Fresenius Foundation, the European Union, Hertie Foundation, NRW Ministry of Education and Research, Interdisciplinary Center for Clinical Studies (IZKF) Muenster and Biogen, GlaxoSmithKline GmbH, Roche Pharma AG, Sanofi-Genzyme. S.G. Meuth has received honoraria for lecturing, travel expenses for attending meetings, and financial research support from Almirall, Amicus Therapeutics GmbH Deutschland, Bayer Health Care, Biogen, Celgene, Diamed, Genzyme, MedDay Pharmaceuticals, Merck Serono, Novartis, Novo Nordisk, ONO Pharma, Roche, Sanofi-Aventis, Chugai Pharma, QuintilesIMS, und Teva.
10 Abbreviations
- BA
- Brodmann area
- BOLD
- blood oxygenation level dependent
- BW
- bandwidth
- EPI
- echo-planar imaging
- FA
- flip angle
- fMRI
- functional magnetic resonance imaging
- FOV
- field of view
- FWE
- family-wise error
- GLM
- general linear model
- HRF
- hemodynamic response function
- MNI
- Montreal Neurological Institute
- MPFC
- medial prefrontal cortex
- MRI
- magnetic resonance imaging
- ROI
- region of interest
- SAM
- self-assessment manikin
- sec
- seconds
- SPM
- statistical parametric mapping
- TE
- echo time
- TI
- inversion time
- TR
- repetition time
- T1w
- T1-weighted
- VMPFC
- ventromedial prefrontal cortex
- y
- years.