Brain activity correlates of consumer brand choice shift associated with television advertising

This study uses brain activity measures to examine the relationship between television advertising and changes in consumer brand preference.

Brain activity correlates of consumer brand choice shift associated with television advertising

Richard B. SilbersteinBrain Sciences Institute, Swinburne University of Technology, Melbourne, Australia; Neuro-Insight Pty Ltd, Melbourne, Australia

Geoffrey E. NieldNeuro-Insight Pty Ltd, Melbourne, Australia

INTRODUCTION

Over the last ten years there has been a significant increase in research on the neural basis of economic decision making (for a review, see Braeutigam 2005). One aspect of this field that is receiving significant attention concerns the neural basis of consumer or purchase decisions. The majority of such studies describe brain activity patterns immediately prior to and during decision making....

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