Super Bowl Ads Certainly Got Into Their Heads
Neuroscience firm Innerscope Research tries to find out what makes ads work.
Marketers no longer need to depend on their guts to know whether a Super Bowl ad will be a hit. Researchers using a magnetic resonance imaging machine can determine how the brain reacts. Consumer neuroscience company Innerscope Research just released the results of a study that began in a New York lab where 80 viewers watched the Feb. 2 Super Bowl on game night. There is “a real neurobiology of effective advertising,” said co-founder Carl Marci.
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