The neural correlates and the underlying processes of weak brand choices

Despite the advantages of strong brands over weak brands, consumers often choose weak brands. The authors test two competing explanations that can explain weak brand choices, by exploring the underlying strong/weak brand choice processes. We test these explanations in a simultaneous evaluation and choice-based scenario, using brands from several product categories. Through an fMRI study (and related behavioural studies), we found significant activation in Rostral Anterior Cingulate Cortex (ACC), Dorsal ACC and Right Dorsolateral Prefrontal Cortex (DLPFC) for weak brand choices. Our results suggest that weak brand choice involves an assessment of value/worth, including cognitive control over feelings of conflict, error-commission, and regret. Brain-behaviour correlation analyses, response times in a lexical-decision task, and choice responses in behavioural studies support these inferences. We contribute to the understanding of consumer-based brand equity, brand-affect associations, and joint/separate product evaluations, and also suggest actionable insights for firms/managers to leverage weak brands’ position.