Neural responses to functional and experiential ad appeals: Explaining ad effectiveness

Add time:09/07/2019    Source:sciencedirect.com

Despite the large body of research that has investigated the effect of ad appeals of television advertisements on consumers' internal responses and behavior, our understanding of how different ad appeals are processed remains limited. Complementing existing literature with novel insights from neuroimaging techniques can be valuable, providing more immediate insights into implicit mental processes. The present study explores the neural responses to functional and experiential executional elements in television advertisements by using functional magnetic resonance imaging (fMRI). Comparing a unique set of different commercials for the same brand enabled examination of the influence of differences in ad appeal on brain responses and subsequent advertisement effectiveness. Findings show that functional and experiential executional elements engage different brain areas, associated with lower- and higher-level cognitive processes, and that the extent to which these particular brain areas are activated is associated with higher ad effectiveness.

We also recommend Trading Suppliers and Manufacturers of AD 20 (cas 111542-07-5). Pls Click Website Link as below: cas 111542-07-5 suppliers

Prev:Proteomes analysis reveals the involvement of autophagy in AD-like neuropathology induced by noise exposure and ApoE4
Next:To use or not to use ad blockers? The roles of knowledge of ad blockers and attitude toward online advertising)