In 2007, Samsung was the world’s largest mobile device manufacturer. The same year Apple Inc introduced the iPhone to the world. The iPhone became a game-changer for the mobile device industry and the fascination for the device has had an impact on people’s lives, but also their brains.

Neuroscientists Prof. Dr. Jürgen Gallinat and Dr. Simone Kühn conducted an fMRI study to see if and how people’s brains responded differently to an Apple product vs. a Samsung product.

During this experiment, the neuroscientist was using the old VisualSystem from NordicNeuroLab to present the stimulus to the research attendees (Learn more about the new improved VisualSystem HD here)

The 25 participants attended the study and they were presented with pictures of Samsung and Apple products. Based on the fMRI results they discovered that the Samsung products stimulated the prefrontal cortex and the Apple product stimulated a part of the brain responsible for liking people.

Using fMRI for Neuromarketing

One interpretation is that Samsung is more a product for the “mind” while Apple is more a product that evokes “gut-feelings”

Prof. Dr. Jürgen Gallinat

How do we make our buying decisions? Do we make decisions consciously based on facts, reason, and logic? Or do we actually make decisions unconsciously based on emotions, feelings, and intuition?

For instance, what do you prefer? Coca Cola or Pepsi? Most importantly: why?

This is what Neuromarketing is trying to answer, and therefore neuroscientist use techniques such as fMRI, and stimulus presentation tools like VisualSystem HD, to understand how our brains respond to different advertising, products, and how they affect our buying decisions.