1D the Drink Might Not Give You Wings, But Its Ad Might: Neuroimaging Evidence Examining Advertising Effects on Consumer Cognition
This research demonstrates how neuroimaging methods, used alongside behavioral measures, can reveal valuable insights about advertising effectiveness. Results from a laboratory experiment using non-invasive functional-near infrared spectroscopy suggests both a need and the advantages of employing neuroimaging to examine the efficacy of advertisements.
Citation:
Hongjun Ye, Siddharth Bhatt, Wenting Zhong, Amanda Sargent, Jan Watson, Yigit Topoglu, Hasan Ayaz, and Rajneesh Suri (2019) ,"1D the Drink Might Not Give You Wings, But Its Ad Might: Neuroimaging Evidence Examining Advertising Effects on Consumer Cognition", in NA - Advances in Consumer Research Volume 47, eds. Rajesh Bagchi, Lauren Block, and Leonard Lee, Duluth, MN : Association for Consumer Research, Pages: 1000-1000.
Authors
Hongjun Ye, Drexel University, USA
Siddharth Bhatt, Drexel University, USA
Wenting Zhong, Drexel University, USA
Amanda Sargent, Drexel University, USA
Jan Watson, Drexel University, USA
Yigit Topoglu, Drexel University, USA
Hasan Ayaz, Drexel University, USA
Rajneesh Suri, Drexel University, USA
Volume
NA - Advances in Consumer Research Volume 47 | 2019
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