A consumer’s decision to purchase one brand over another can be complex in terms of conscience and unconscious thought processes. Scientist Read Montague put the classic Pepsi vs. Coke preference to the test–with fMRI brain scan technology. The results? Powerful branding can influence our choices without our knowing it.
When Montague gave testers unnamed samples of each soda, the majority chose Pepsi as their favorite. However, when testers were told which brands they were drinking, the majority of those chose Coke. Coke is the stronger brand with loyalty from consumers regardless of flavor, but why?
The fMRI scans showed activity in the medial prefrontal cortex, which is where we store information about our sense of self. The activity was sparked by the subjects being aware of the brands of soda and then identifying with Coke. This gives great insight into how we make our purchasing decisions.
Although this is valuable knowledge to businesses and marketers, it’s simply not enough to fully grasp the complexity of brand loyalty. While fMRI scans can be helpful to understand how people feel about a brand, marketers should consider brain scans supplemental to overall consumer behavior. The combination of neuroscience and behavioral science can be used to improve businesses build relationships with their customers.
Read more about Montague’s study at http://brandchannel.com/features_effect.asp?pf_id=201.
