Another study of Schaefer et al. (2006) verified that when people imagined themselves driving cars of familiar brands,
dorsal regions of the frontal cortex (area 8, 9) were activated in comparison to driving cars of non-familiar brands. Also, Santos et al. (2008) studied the perception of brands, using the fMRI, and concluded that only the preferred brands and not the brands classified as indifferent activated regions of the medial frontal cortex. These regions have been associated with the process of mentalizing, which is the ability to represent another person‘s psychological perspective (Amodio & Frith,
2006) and thus contributing to the process of construction of social groups