Decoding Neural Responses To Emotion in Television Commercials

Jon D. Morris

61 citations0/0 files storedJournal of Advertising Research

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Emotion and Mood Recognition Marketing and Advertising Strategies Media Influence and Health

Abstract

Brands are anchored in emotion, and emotion is essential to“learning, problem solving, and decision making” (Gordon, 2006).Therefore, advertising without an emotional impact is largely useless. Res...

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2011Thinking, Fast and Slow 1974An approach to environmental psychology 1961The Structure of Science 2006The Experience of Emotion 2004Neural Correlates of Behavioral Preference for Culturally Familiar Drinks 1961The Structure of Science: Problems in the Logic of Scientific Explanation.1987The Power of Feelings in Understanding Advertising Effects 1998Attitude change: Multiple roles for persuasion variables.

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