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Predicting Ad Success with Neuroscience

Research from Temple University’s Center for Neural Decision Making indicates that “physiological and brain responses to a 30-second TV advertisement can provide reliable markers for evaluating its actual success in the market.” Several methods were evaluated, including skin conductance, heart rate, breathing as well as brain activity using fMRI and EEG.

“The findings suggest that a key to a successful TV ad, is the ability to increase the desirability of the product featured in the TV ad – a construct that is difficult to measure through the use of traditional, self-reported measures.”

 

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