The Good, the Bad and the Forgotten -An Fmri-Study on Ad Liking and Ad Memory

Evidence from neuroscience suggests that we have different neural representations of memory for negative stimuli as compared to positive stimuli. However, both are better recalled than neutral stimuli. In the current study, we investigate whether we can transfer these findings to advertising research by scanning the brains of 22 subjects with fMRI while they make judgments about their ad liking of 30 print ads. We find different neural correlates for liked, disliked and neutral ads that offer interesting implications for advertising research. In addition, we show that the neural correlates of ad liking predict ad recall.


Peter Kenning, Michael Deppe, and Wolfram Schwindt (2009) ,"The Good, the Bad and the Forgotten -An Fmri-Study on Ad Liking and Ad Memory", in NA - Advances in Consumer Research Volume 36, eds. Ann L. McGill and Sharon Shavitt, Duluth, MN : Association for Consumer Research, Pages: 4-7.


Peter Kenning, Zeppelin University, Germany
Michael Deppe, University of Muenster, Germany
Wolfram Schwindt, University of Muenster, Germany


NA - Advances in Consumer Research Volume 36 | 2009

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