Surveys can lie, but the brain knows if shoppers like ads
Vince Bond Jr.
Automotive News
Did you like that car ad?
Sometimes, the best answers to that question aren’t spoken. Instead, they’re lying beneath the surface within a person’s psyche.
Now, auto advertisers, who drop billions each year on TV ads, can tap into a person’s subconscious to find out if commercials are resonating emotionally.
Triggering a strong emotional reaction is crucial for advertisers because it activates the brain’s memory centers and could be the gateway to a sale.
“There’s no question there is a connection between high levels of emotional engagement with advertising communication and ultimate behaviors like sales,” said Dr. Carl Marci, co-founder and chief science officer for Innerscope Research, a consumer neuroscience firm. “It’s not a one-to-one relationship, but on balance, it’s a very strong and positive correlation.”
Read more: http://www.autonews.com/article/20150307/RETAIL03/150309874/surveys-can-lie-but-the-brain-knows-if-shoppers-like-ads