Decoding Neural Responses To Emotion in Television Commercials An Integrative Study Of Self-Reporting and fMRI Measures

Current practice in the field of neuromarketing either regards physiological measures as superior to self-reporting or uses just one type of measure. The current study proposed an integrative procedure combining a visual self-reporting scale with functional magnetic resonance imaging (fMRI) to measure emotional response to television commercials. The researchers pinpointed brain responses to emotions in advertising at the gyrus level-the ridge between the two clefts on the cerebral surface of the brain-indicating the importance of the three key dimensions of emotion-appeal, engagement, and empowerment-in measuring feelings about advertising and marketing communications.