ABSTRACT
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.
- © Copyright 2016 The ARF. All rights reserved.
ARF MEMBERS
If you are a member of the Advertising Research Foundation, you can access the content by logging in here
Log In
Pay Per Article - You may access this article (from the computer you are currently using) for 30 days for US$20.00
Regain Access - You can regain access to a recent Pay per Article purchase if your access period has not yet expired.
Log in using your username and password
Vol 56 Issue 2
