Decoding Neural Responses to Emotion in Television Commercials: An Integrative Study of Self-Reporting and fMRI Measures

Current practice in the field of neuromarketing either regards physiological measures as superior to self-reporting or uses just one type of measure.

Decoding Neural Responses to Emotion in Television Commercials: An Integrative Study of Self-Reporting and fMRI Measures

Feng Shen

Saint Joseph's University

Jon D. Morris

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...

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