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
Mediation as a Multi-Dimensional Process of Brand-Related Interaction
Serena Wider, Copenhagen Business School
Andrea Lucarelli, Lund University
Sylvia Wallpach, Copenhagen Business School
K8. Framing Matters. How Comparisons to Ideal and Anti-Ideal Reference Points Affect Brand Evaluations.
Magdalena Zyta Jablonska, SWPS University of Social Sciences and Humanities
Andrzej Falkowski, SWPS University of Social Sciences and Humanities
Tuition Myopia: Temporal Discounting Induces a Myopic Focus on the Costs of Higher Education
Haewon Yoon, Indiana University, USA
Yang Yang, University of Florida, USA
Carey K. Morewedge, Boston University, USA