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How Apple and Nike have branded your brain

A new episode of "Your Brain on Money" illuminates the strange world of consumer behavior and explores how brands can wreak havoc on our ability to make rational decisions.

Vegefox.com via Adobe Stock
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  • Effective branding can not only change how you feel about a company, it can actually change how your brain is wired.
  • Our new series "Your Brain on Money," created in partnership with Million Stories, recently explored the surprising ways brands can affect our behavior.
  • Brands aren't going away. But you can make smarter decisions by slowing down and asking yourself why you're making a particular purchase.
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How Apple and Nike have branded your brain

Powerful branding can not only change how you feel about a company, it can actually change how your brain is wired.

Sponsored by Singleton
  • Powerful branding can not only change how you feel about a company, it can actually change how your brain is wired.
  • "We love to think of ourselves as rational. That's not how it works," says UPenn professor Americus Reed II about our habits (both conscious and subconscious) of paying more for items based primarily on the brand name. Effective marketing causes the consumer to link brands like Apple and Nike with their own identity, and that strong attachment goes deeper than receipts.
  • Using MRI, professor and neuroscientist Michael Platt and his team were able to see this at play. When reacting to good or bad news about the brand, Samsung users didn't have positive or negative brain responses, yet they did have "reverse empathy" for bad news about Apple. Meanwhile, Apple users showed a "brain empathy response for Apple that was exactly what you'd see in the way you would respond to somebody in your family."
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CT scans of shark intestines find Nikola Tesla’s one-way valve

Evolution proves to be just about as ingenious as Nikola Tesla

Credit: Gerald Schömbs / Unsplash
Surprising Science
  • For the first time, scientists developed 3D scans of shark intestines to learn how they digest what they eat.
  • The scans reveal an intestinal structure that looks awfully familiar — it looks like a Tesla valve.
  • The structure may allow sharks to better survive long breaks between feasts.
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