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Porsche. Uncommon.

Uncommon car. Uncommon effect.

For over 70 years Porsche has been making uncommon cars for uncommon people. But what makes Porsche uncommon? Could driving a Porsche have addictive traits? We teamed up with cognitive neuroscience professor Victor Lamme, to conduct a unique experiment to understand the effect a Porsche has on the brain.

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Nederlandse versie

Research setup

Stimuli: Inside the fMRI-scanner the test subjects were shown different 10-second videos. The content included addictive items like alcohol, coffee, chocolate and other sugar rich foods. As well as a Porsche and a range of different car brands. All car videos had to be produced with exactly the same timing and composition, to be able to compare the results. Stimuli: Inside the fMRI-scanner the test subjects were shown different 10-second videos. The content included addictive items like alcohol, coffee, chocolate and other sugar rich foods. As well as a Porsche and a range of different car brands. All car videos had to be produced with exactly the same timing and composition, to be able to compare the results.
21 Testpersonen:: For a scientifically significant result this research required a minimum of 15 tests subjects. In total 21 people went into the fMRI scanner.21 Testpersonen:: For a scientifically significant result this research required a minimum of 15 tests subjects. In total 21 people went into the fMRI scanner.
fMRI: A fMRI (functional magnetic Resonance Imaging) - scanner measures the difference between oxygen rich and poor blood. We can see the amount of brain activity by looking at the brain areas that use a lot of oxygen. fMRI: A fMRI (functional magnetic Resonance Imaging) - scanner measures the difference between oxygen rich and poor blood. We can see the amount of brain activity by looking at the brain areas that use a lot of oxygen.
Results: In the weeks after the scans, the results from the fMRI were analysed and compared by researchers. From these datasets the conclusions were drawn.  Results: In the weeks after the scans, the results from the fMRI were analysed and compared by researchers. From these datasets the conclusions were drawn.

The brains behind the research

Prof. Dr. Victor Lamme, Professor cognitive neuroscience University of Amsterdam, CEO of Neurensics.

The research was done by Neurensics and Prof. Dr. Victor Lamme. Neurensics is a pioneering research agency that uses the latest in fMRI equipment. Both stand behind the results and research methodology. The full research report can be downloaded here.

Research paper (PDF; 0,9 MB)

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