By Roxanne Khamsi
New Scientist
Brain scans of Super bowl viewers suggest that certain commercials more effectively excite the brain’s empathy and reward centres, making them "light up".
Companies spend millions of dollars to air commercials during the Super Bowl – one of the most watched US broadcasts of the year – in hopes that the advertisements will capture consumers' imaginations and their brand loyalty. Now researchers in California have used brain scans to gauge how much of an impression the ads from 2006’s sporting spectacle might have had on the brain.
Five volunteers were tested on Sunday evening, just after the American football championship ended, as part of a preliminary experiment led by Marco Iacoboni at the University of California, Los Angeles, US. Their brain activity was monitored using functional magnetic resonance imaging (fMRI) as they watched more than 20 commercials which had aired during Super Bowl.
CLICK HERE TO READ THE FULL STORY
No comments:
Post a Comment