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Abstract #3006

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

1 Department of Medical & Biological Engineering, Kyungpook National University, Daegu, Korea, 2 Department of Psychiatry, Keimyung University Dongsan Medical Center, Daegu, Daegu, Korea, 3 Department of Marketing, School of Business Administration, Dankook University, Gyeong-gi, Korea, 4 Department 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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