Discussion
The results of the first research question suggest that all conditions had a stronger left involvement of brain structures, despite the fact that we expected to find a stronger asymmetry for the more positive-rated brands. This result may be due to the specific functions of the left hemisphere being preferencialy responsible for speaking and language (Purves, 2008) or suggest that all brands act as positive symbols that induce approach-related behavior.
The results of second research question corresponded to what we were expecting. The brands behaved the same way emotional images and words do (e.g. Pastor, 2008) in comparison to neutral ones. The larger LPP only for the preferred brands, suggests a stronger attention of the subject when observing his preferred brands and associated with the easiness to recognize these.