PT  - JOURNAL ARTICLE
AU  - Feng Shen
AU  - Jon D. Morris
TI  - Decoding Neural Responses To Emotion in Television Commercials
AID  - 10.2501/JAR-2016-016
DP  - 2016 Apr 18
TA  - Journal of Advertising Research
PG  - JAR-2016-016
4099  - http://www.journalofadvertisingresearch.com/content/early/2016/04/15/JAR-2016-016.short
4100  - http://www.journalofadvertisingresearch.com/content/early/2016/04/15/JAR-2016-016.full
AB  - Current practice in the field of neuromarketing either regards physiological measures as superior to self-reporting or uses just one type of measure. The current study proposed an integrative procedure combining a visual self-reporting scale with functional magnetic resonance imaging (fMRI) to measure emotional response to television commercials. The researchers pinpointed brain responses to emotions in advertising at the gyrus level—the ridge between the two clefts on the cerebral surface of the brain—indicating the importance of the three key dimensions of emotion—appeal, engagement, and empowerment—in measuring feelings about advertising and marketing communications.