Medial frontal activity in brand-loyal consumers: A behavioral and near-infrared ray study: Correction to Lin, Tuan, and Chiu (2010).

Reports an error in Medial frontal activity in brand-loyal consumers: A behavior and near-infrared ray study by Ching-Hung Lin, Hsu-Ping Tuan and Yao-Chu Chiu (Journal of Neuroscience, Psychology, and Economics, 2010[Nov], Vol 3[2], 59-73). Figures 8 and 9 were printed with errors. Corrected versions of these figures are presented in the erratum. (The following abstract of the original article appeared in record 2010-22993-001.) Researchers have recently begun to explore the physiological factors influencing consumer preferences for product brands. The medial frontal cortex (MFC) is critically involved in both emotion processing and prepurchase product assessment. However, analyses of MFC activation with near-infrared ray (NIR) imaging are rarely compared between brand-loyal customers and switchers (brand nonloyals) to investigate the long-term effects of luxury products. Subjects, classified as loyals or switchers, performed a 2-session task: (a) evaluate their product preferences while undergoing NIR imaging, and (b) rate products on several dimensions (e.g., willingness to purchase). Variables examined were brand and attractiveness. Results for preference rating and reaction time indicate that loyals are more sensitive than switchers in differentiating between luxury and generic and between attractive and unattractive products. Additionally, MFC activation reflects product attractiveness. The interaction between brand and attractiveness dominated the preferences of most subjects. The link between MFC activation and the preference for products seems not only related to luxury brands but also rooted in product attractiveness. Consequently, this preliminary investigation presents a novel approach for branding research based on measuring brain responses. (PsycINFO Database Record (c) 2011 APA, all rights reserved)