Lovemarks Campus

Neuroeconomic researchers at the University of Pennsylvania have used fMRI techniques to identify a specific part of the brain, the ventromedial frontal lobe (VMF), as responsible for making decisions involving value.

“Harvard psychologist Howard Gardner, whose work has revolutionized our beliefs about intelligence, creativity, and leadership, offers an original framework for understanding exactly what happens during the course of changing a mind–and how to influence that process.”

“In ‘Blink’ we meet the psychologist who has learned to predict whether a marriage will last, based on a few minutes of observing a couple; the tennis coach who knows when a player will double-fault before the racket even makes contact with the ball; the antiquities experts who recognize a fake at a glance.”

“The book shows how awareness is generated, how people put meanings to brands, and the importance of memory, emotion and language. It also discusses the use of brand research, not just as a separate academic area, but as an important part of the brand representation process.”

“One of the world’s leading experts on the neurophysiology of emotion, Professor Damasio shows how our consciousness developed out of the development of emotion brilliantly wide ranging, with fascinating case-studies, the book presents a humane and subtle view of the facility that makes us most profoundly human.”

This paper investigates the way brand choices are made using fMRI scanning. It shows emotional and rational processes operate in parallel, but where previous emotional experiences of a brand exist, these have a strong influence on the choice outcome.