When He Takes the Product, I Take the Product: Importance of Mirror Neurons in Television Commercials Context

Sophie Lacoste-Badie, University of Rennes 1,France
Olivier Droulers, University of Rennes 1,France
The discovery of "mirror neurons" allows hypothesize that food TV commercials in which the character grabs the product and brings it to his mouth to eat (or drink) are more effective. In an experimental study, we show that this type of commercial is better memorized.
[ to cite ]:
Sophie Lacoste-Badie and Olivier Droulers (2014) ,"When He Takes the Product, I Take the Product: Importance of Mirror Neurons in Television Commercials Context", in NA - Advances in Consumer Research Volume 42, eds. June Cotte and Stacy Wood, Duluth, MN : Association for Consumer Research, Pages: 793-793.