RT Journal Article
SR Electronic
T1 Decoding Neural Responses To Emotion in Television Commercials
JF Journal of Advertising Research
JO J Advert Res
FD WARC
SP JAR-2016-016
DO 10.2501/JAR-2016-016
A1 Feng Shen
A1 Jon D. Morris
YR 2016
UL http://www.journalofadvertisingresearch.com/content/early/2016/04/15/JAR-2016-016.abstract
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.