Neural Responses to Functional and Experiential Ad Appeals: Explaining Ad Effectiveness

We explore how insights from neuroimaging techniques (fMRI) can advance our understanding of how functional and experiential ad appeals in television commercials are processed by consumers. Findings reveal that functional and experiential ad appeals evoke responses in different brain regions, and that activity in these regions relates to ad effectiveness.



Citation:

Linda Couwenberg, Maarten Boksem, Roeland Dietvorst, Loek Worm, Willem Verbeke, and Ale Smidts (2016) ,"Neural Responses to Functional and Experiential Ad Appeals: Explaining Ad Effectiveness", in NA - Advances in Consumer Research Volume 44, eds. Page Moreau, Stefano Puntoni, and , Duluth, MN : Association for Consumer Research, Pages: 82-87.

Authors

Linda Couwenberg, Erasmus University Rotterdam, The Netherlands
Maarten Boksem, Erasmus University Rotterdam, The Netherlands
Roeland Dietvorst, Neuro Labs, The Netherlands
Loek Worm, InsightYou, The Netherlands
Willem Verbeke, Erasmus University Rotterdam, The Netherlands
Ale Smidts, Erasmus University Rotterdam, The Netherlands



Volume

NA - Advances in Consumer Research Volume 44 | 2016



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