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Scientific article
Open access
English

Associating a product with a luxury brand label modulates neural reward processing and favors choices in materialistic individuals

Published inScientific Reports, vol. 7, no. 1
Publication date2017
Abstract

The present study investigated the extent to which luxury vs. non-luxury brand labels (i.e., extrinsic cues) randomly assigned to items and preferences for these items impact choice, and how this impact may be moderated by materialistic tendencies (i.e., individual characteristics). The main objective was to investigate the neural correlates of abovementioned effects using functional magnetic resonance imaging. Behavioural results showed that the more materialistic people are, the more they choose and like items labelled with luxury brands. Neuroimaging results revealed the implication of a neural network including the dorsolateral and ventromedial prefrontal cortex and the orbitofrontal cortex that was modulated by the brand label and also by the participants' preference. Most importantly, items with randomly assigned luxurious brand labels were preferentially chosen by participants and triggered enhanced signal in the caudate nucleus. This effect increased linearly with materialistic tendencies. Our results highlight the impact of brand-item association, although random in our study, and materialism on preference, relying on subparts of the brain valuation system for the integration of extrinsic cues, preferences and individual characteristics.

Keywords
  • Luxury
Citation (ISO format)
AUDRIN, Catherine et al. Associating a product with a luxury brand label modulates neural reward processing and favors choices in materialistic individuals. In: Scientific Reports, 2017, vol. 7, n° 1. doi: 10.1038/s41598-017-16544-6
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Article (Published version)
Identifiers
ISSN of the journal2045-2322
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