Exploring Ad-Elicited Emotional Arousal and Memory for the Ad Using fMRI

Volume: 42, Issue: 4, Pages: 275 - 291
Published: Oct 30, 2013
Abstract
Using fMRI and self-reports, we explore the relationship between ad-elicited emotional arousal and memory for the ad, as well as the mechanisms involved in this relationship. A broad conceptual framework proposes three routes for emotional memory: attention, elaboration, and social cognition. Our exploratory study examines the association between ad-elicited emotional arousal and predetermined ad memorability, as a proxy for memory for the ad....
Paper Details
Title
Exploring Ad-Elicited Emotional Arousal and Memory for the Ad Using fMRI
Published Date
Oct 30, 2013
Volume
42
Issue
4
Pages
275 - 291
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