Published Research: Decoding Neural Responses To Emotion in Television Commercials
August 10, 2016
In our recent study published by The Journal of Advertising Research, we explore an integrative measure combining self-reporting and physical functional magnetic resonance imaging (fMRI) data to illustrate the connection between physical brain activity and emotional responsiveness to marketing materials.
"By pinpointing brain responses to emotions in advertising at the gyrus level,this study enriches the knowledge base of neuromarketing."
Compared to industry-standard physiological measures, our combined self-reporting and fMRI procedure provides direct and quantifiable information for brands and companies seeking effective and usable data.