Neural Structures of Emotional Responses to Television Commercials: a Functional Magnetic Resonance Imaging Study

Feng Shen, Saint Joseph's University, USA
Jon Morris, University of Florida, USA
No study to date has directly compared the discrete and dimensional approaches of emotional responses to advertising from a neurobiological perspective. We took the initiative to address this issue, and discovered a prefrontal-temporal cortical circuitry that corresponded to a pleasure-arousal response system in modeling emotions in television commercials.
[ to cite ]:
Feng Shen and Jon Morris (2011) ,"Neural Structures of Emotional Responses to Television Commercials: a Functional Magnetic Resonance Imaging Study", in NA - Advances in Consumer Research Volume 38, eds. Darren W. Dahl, Gita V. Johar, and Stijn M.J. van Osselaer, Duluth, MN : Association for Consumer Research.