In terms of total activations accross all studies brain areas, there were no significant differences between products (see Figure 4).
All products elicited hemodynamic changes in participants’ brains, which suggests their potential impact on the consumer.
Nonetheless, only Aldis consumers portrayed a genuine brand effect, by displaying an association between consumer preferences and cerebral activations, whereas the remaining products (which were less prefered than Aldis in terms of consumption) did not display a clear effect upon the brain.