Marketing stimuli effectiveness predicted by functional MRI

Prof Victor AF Lamme and Dr H Steven Scholte

This paper explains how brain scans have been used to understand the 'neural signature' of effective TV ads, and developed to predict ad effectiveness.

Marketing stimuli effectiveness predicted by functional MRI

Prof Victor AF Lamme and Dr H Steven Scholte Neurensics

What makes for a good TV commercial? The question itself can already be understood in very different ways. What is 'good'? A commercial that wins prizes for creativity or originality? Or does a good commercial simply increase sales or brand value? Obviously it is best when the two go hand in hand. However, while advertising agencies often know very well what makes for an original or creative design, there is less agreement on what the ingredients are of a TV...

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