Decoding Neural Responses to Emotion in Television Commercials: An Integrative Study of Self-Reporting and fMRI Measures
Saint Joseph's University
University of Florida
MANAGEMENT SLANT
- Emotions are important for creating positive and involving messages. These feelings, generated by advertising, can be transferred to brands.
- Television advertisers interested in neuromarketing should measure emotional response to their advertising and marketing communication by adopting a three-dimensional integrative approach, combining proven self-reporting methods with neuroimaging technologies.
- The emotional dimensions of...