Click on the PDF link for the complete article.
ABSTRACT
The authors report on experimental research using a new brain imaging technique (steady-state probe topography or SSPT) to investigate whether patterns of brain activity in the left or right frontal hemispheres could identify which frames from new TV commercials would be recognised by consumers one week later. The research revealed that video scenes held on screen for 1.5 seconds or longer were better recognised, and that scenes that elicited the fastest brain activity in the left frontal hemisphere were better recognised. The authors conclude that visual content that stimulates left-brain activity would create memorable advertising - and suggest a new method of pre-testing commercials.
- © Copyright Advertising Research Foundation 2001
ARF MEMBERS
If you are a member of the Advertising Research Foundation, you can access the content by logging in here
Log In
Pay Per Article - You may access this article (from the computer you are currently using) for 30 days for US$20.00
Regain Access - You can regain access to a recent Pay per Article purchase if your access period has not yet expired.
