Related Experiment Video
Updated: Jul 21, 2026
11:27
The Use of Pharmacological-challenge fMRI in Pre-clinical Research: Application to the 5-HT System
Published on: April 25, 2012
15.4K
Neural correlates of chocolate brand preference: A functional MRI study
Senal Peiris1, Michael J Tobia1, Andrew Smith2
1Department of Radiology, Pennsylvania State University College of Medicine, Hershey, Pennsylvania, USA.
Summary
Brand preferences for chocolate are driven by distinct neural processes. Familiar brands elicit stronger liking and faster choices, while craving influences preference for unfamiliar brands, revealing the brain
Area of Science:
- Neuroscience
- Consumer Psychology
- Neuroeconomics
Background:
- Consumer preferences are shaped by brand familiarity and associated reward processing.
- Understanding the neural underpinnings of branding effects is crucial for marketing and consumer behavior research.
Purpose of the Study:
- To investigate the dissociable neural mechanisms of craving and liking in response to familiar (FC) and unfamiliar (UC) chocolate brands.
- To delineate the brain activity associated with branding effects on consumer choice.
Main Methods:
- Two functional magnetic resonance imaging (fMRI) experiments were conducted.
- Participants rated craving and liking for FC and UC images and performed a choice task between them.
Main Results:
- Familiar chocolate brands (FC) received higher liking and craving ratings, and were chosen faster.
- Craving predicted preference for unfamiliar brands (UC), while liking predicted preference for familiar brands (FC).
- Neural activity in the inferior frontal gyrus and caudate head was higher for UC choices; ventromedial prefrontal cortex activity correlated with response times for FC.
Conclusions:
- Consumer choices for branded chocolate are influenced by subjective reward ratings and reduced neural processing demands.
- Distinct neural pathways underlie liking and craving, impacting preferences for familiar versus unfamiliar brands.
