Study shows that some words used in consumer branding only dig so deep into the brain.

Harvard University and University of Michigan researchers used functional magnetic resonance imaging (fMRI) on 20 test subjects to find out how the human brain reacts to certain adjectives applied to people and familiar products. It seems the human brain doesn't believe the brand personality used in many ads.

The finding indicates that the anthropomorphizing of brands often used in commercials isn't humanizing a product, and thus, the ad is falling on deaf ears.