Loading...

Brain scans reveal what makes a TV advert effective

1,318 views

Loading...

Loading...

Transcript

The interactive transcript could not be loaded.

Loading...

Rating is available when the video has been rented.
This feature is not available right now. Please try again later.
Published on Jan 19, 2017

What is it about a TV advert that triggers people to find the product online? Scanning consumers’ brains has allowed Linda Couwenberg of Rotterdam School of Management, Erasmus University (RSM) to discover that a TV advert works best when it both highlights a product’s functional benefits and triggers the viewer’s imagination.

This particular combination of elements activates specific parts of the viewer’s brain most intensely, she found, which makes the advert more effective.

Read more on RSM Discovery: https://discovery.rsm.nl/articles/det...

Read the paper: Couwenberg, L.E., Boksem, M.A.S., Dietvorst, R.C., Worm, L., Verbeke, W.J.M.I. & Smidts, A. (2017). Neural Responses to Functional and Experiential Ad Appeals: Explaining Ad Effectiveness. International Journal of Research in Marketing, Accepted (in press): http://bit.ly/2iOiyAN

Loading...

When autoplay is enabled, a suggested video will automatically play next.

Up next


to add this to Watch Later

Add to

Loading playlists...