Marketing stimuli effectiveness predicted by functional MRI

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...