Investigating the emotional responses to commercials using fMRI
Klahr N, Wright P, Liu Y, He G, Shen F, Villegas J, Morris J
University of Florida
After watching five separate commercials, twelve participants were asked to convey their feelings in terms of pleasure, arousal, and dominance by selecting the most appropriate Self-Assessment Manikin (SAM) out of five possible choices. The results of the behavioral and imaging data suggest that the field of neuromarketing can account for correlations between the emotions elicited by stimuli that act on apriori neural substrates. These findings may lead to predicting changes in consumer attitudes towards purchasing various products and with corresponding patterns of BOLD signal and neural activation.