The neural correlates of celebrity power on car favorableness; fMRI study
Jong-Su Baeck 1 , Yang-Tae Kim 2 , Yeon Sung Jung 3 , Jeehye Seo 1 , Seong-Uk Jin 1 , Mun Han 1 , and Yongmin Chang 1,4
Department of Medical & Biological
Engineering, Kyungpook National University, Daegu,
of Psychiatry, Keimyung University Dongsan Medical
Center, Daegu, Daegu, Korea,
of Marketing, School of Business Administration, Dankook
University, Gyeong-gi, Korea,
of Radiology, College of Medicine, Kyungpook National
University, Daegu, Korea
The strong point of the advertising strategy using
celebrity power is to imprint the products in minds of
consumers quickly and to attract attention. In this
study, we examined the neural response to have an effect
of celebrity on favorableness toward the car.
Combination of a celebrity face and a car showed higher
activation in orbitofrontal cortex (OFC), temporal pole
and insula compared to a combination of ordinary face
and a car. Our fMRI findings therefore support celebrity
power on car advertising and provide neural mechanisms
in relation to it.
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