Brands on the brain: Do consumers use declarative information or experienced emotions to evaluate brands?

An fMRI study was conducted with unfamiliar and familiar (strong and weak) brands to assess linguistic encoding and retrieval processes, and the use of declarative and experiential information, in brand evaluations. As expected, activations in brain areas associated with linguistic encoding were higher for unfamiliar brands, but activations in brain areas associated with information retrieval were higher for strong brands. Interestingly, weak brands were engaged simultaneously in both processes. Most importantly, activations of the pallidum, associated with positive emotions, for strong brands and activations of the insula, associated with negative emotions, for weak and unfamiliar brands suggested that consumers use experienced emotions rather than declarative information to evaluate brands. As a result, brand experiences should be considered a key driver of brand equity in addition to brand awareness and cognitive associations.     

From Kant to Post-Kantian Idealism: German Idealism: Sebastian Gardner

German idealism has been pictured as an unwarranted deviation from the central epistemological orientation of modern philosophy, and its close historical association with German romanticism is adduced in support of this verdict. This paper proposes an interpretation of German idealism which seeks to grant key importance to its connection with romanticism without thereby undermining its philosophical rationality. I suggest that the fundamental motivation of German idealism is axiological, and that its augmentation of Kant's idealism is intelligible in terms of its combined aim of consolidating the transcendental turn and legitimating the kind of (objectual) relation to value articulated in German romanticism.