Involvement of bilateral insula in brand extension evaluation: an fMRI study

Abstract The present study aims to investigate functional involvement of brain areas in consumers’ evaluation of brand extension that refers to the use of well-established brand for launching new offerings. During functional magnetic resonance imaging (fMRI) scanning, participants viewed a beverage...

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Autores principales:	Taeyang Yang, Ji-Hyun Kim, Junsuk Kim, Sung-Phil Kim
Formato:	article
Lenguaje:	EN
Publicado:	Nature Portfolio 2021
Materias:	Medicine R Science Q
Acceso en línea:	https://doaj.org/article/ca1e10eeba8440e5b843d72034dffa24
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spelling	oai:doaj.org-article:ca1e10eeba8440e5b843d72034dffa242021-12-02T12:09:51ZInvolvement of bilateral insula in brand extension evaluation: an fMRI study10.1038/s41598-021-83057-82045-2322https://doaj.org/article/ca1e10eeba8440e5b843d72034dffa242021-02-01T00:00:00Zhttps://doi.org/10.1038/s41598-021-83057-8https://doaj.org/toc/2045-2322Abstract The present study aims to investigate functional involvement of brain areas in consumers’ evaluation of brand extension that refers to the use of well-established brand for launching new offerings. During functional magnetic resonance imaging (fMRI) scanning, participants viewed a beverage brand name followed by an extension goods name selected from the beverage or household appliance categories. They responded acceptability to given brand extension. Both acceptability responses and reaction time revealed a noticeable pattern that participants responded to acceptable stimuli more carefully. General linear model (GLM) analyses revealed the involvement of insular activity in brand extension evaluation. Especially, insular activity was lateralized according to valence. Furthermore, its activity could explain behavioral response in parametric modulation model. According to these results, we speculate that insula activity is relevant to emotional processing. Finally, we divided neural activities during brand extension into separated clusters using a hierarchical clustering-based connectivity analysis. Excluding two of them related to sensorimotor functions for behavioral responses, the remaining cluster, including bilateral insula, was likely to reflect brand extension assessment. Hence, we speculate that consumers’ brand extension evaluation may involve emotional processes, shown as insular activity.Taeyang YangJi-Hyun KimJunsuk KimSung-Phil KimNature PortfolioarticleMedicineRScienceQENScientific Reports, Vol 11, Iss 1, Pp 1-11 (2021)
institution	DOAJ
collection	DOAJ
language	EN
topic	Medicine R Science Q
spellingShingle	Medicine R Science Q Taeyang Yang Ji-Hyun Kim Junsuk Kim Sung-Phil Kim Involvement of bilateral insula in brand extension evaluation: an fMRI study
description	Abstract The present study aims to investigate functional involvement of brain areas in consumers’ evaluation of brand extension that refers to the use of well-established brand for launching new offerings. During functional magnetic resonance imaging (fMRI) scanning, participants viewed a beverage brand name followed by an extension goods name selected from the beverage or household appliance categories. They responded acceptability to given brand extension. Both acceptability responses and reaction time revealed a noticeable pattern that participants responded to acceptable stimuli more carefully. General linear model (GLM) analyses revealed the involvement of insular activity in brand extension evaluation. Especially, insular activity was lateralized according to valence. Furthermore, its activity could explain behavioral response in parametric modulation model. According to these results, we speculate that insula activity is relevant to emotional processing. Finally, we divided neural activities during brand extension into separated clusters using a hierarchical clustering-based connectivity analysis. Excluding two of them related to sensorimotor functions for behavioral responses, the remaining cluster, including bilateral insula, was likely to reflect brand extension assessment. Hence, we speculate that consumers’ brand extension evaluation may involve emotional processes, shown as insular activity.
format	article
author	Taeyang Yang Ji-Hyun Kim Junsuk Kim Sung-Phil Kim
author_facet	Taeyang Yang Ji-Hyun Kim Junsuk Kim Sung-Phil Kim
author_sort	Taeyang Yang
title	Involvement of bilateral insula in brand extension evaluation: an fMRI study
title_short	Involvement of bilateral insula in brand extension evaluation: an fMRI study
title_full	Involvement of bilateral insula in brand extension evaluation: an fMRI study
title_fullStr	Involvement of bilateral insula in brand extension evaluation: an fMRI study
title_full_unstemmed	Involvement of bilateral insula in brand extension evaluation: an fMRI study
title_sort	involvement of bilateral insula in brand extension evaluation: an fmri study
publisher	Nature Portfolio
publishDate	2021
url	https://doaj.org/article/ca1e10eeba8440e5b843d72034dffa24
work_keys_str_mv	AT taeyangyang involvementofbilateralinsulainbrandextensionevaluationanfmristudy AT jihyunkim involvementofbilateralinsulainbrandextensionevaluationanfmristudy AT junsukkim involvementofbilateralinsulainbrandextensionevaluationanfmristudy AT sungphilkim involvementofbilateralinsulainbrandextensionevaluationanfmristudy
_version_	1718394657319157760

Involvement of bilateral insula in brand extension evaluation: an fMRI study

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