Neural resonance in consumers' right inferior frontal gyrus predicts attitudes toward advertising

Advertising plays a critical role in the commercial success of services and products. However, despite a long history of attempts to evaluate the efficacy of advertisements, actual objective, consistent means of assessing and anticipating whether an advertisement might be effective and why it would...

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Veröffentlicht in:	Psychology & marketing 2021-09, Vol.38 (9), p.1538-1549
Hauptverfasser:	He, Lin, Pelowski, Matthew, Yu, Wenhuan, Liu, Tao
Format:	Artikel
Sprache:	eng
Schlagworte:	Advertising Brain consumer neuroscience emotional resonance functional near‐infrared spectroscopy multi‐brain network
Online-Zugang:	Volltext
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