What’s an association?
Associations are thoughts, connected in the brain by neural networks.
Just take a second to think about the house you grew up in… Which thoughts and feelings emerge from your childhood? Chances are you start feeling cozy, warm, carefree and lighthearted.
Brands are equally capable of leaving traces in the brain. Often more subtle, but equally powerful in influencing purchasing behavior. Brands, too, can elicit feelings of pleasure, adventure, togetherness, innovation, wit, supreme quality – or anything else. Amsterbrand’s research is concerned with uncovering and quantifying these brand associations through reaction time measures.