This study by Vinod Venkatraman, published in American Marketing Association, uses functional magnetic resonance imaging to explore the brain activity underlying liking of video advertisements. It finds that brain signals linked to emotion and memory predict individual liking very early, within the first few seconds of ad exposure. As the ad continues, social cognition and executive function also play important roles in shaping liking. These neural signals provide more accurate predictions of ad success than traditional self-report measures or analysis of specific brain regions. Additionally, early brain responses forecast overall population-level liking, suggesting that measuring multiple psychological processes during ad viewing offers valuable insights for improving advertising effectiveness.
Neural Signature of Advertisement Liking: Insights into the Psychological Processes of Consumer Value
