I Feel It in My Brain: Understanding the Processes Underlying the Influence of Ad Affect on Memory Using fMRI

Using functional magnetic resonance imaging (fMRI), in our previous research (Bakalash and Riemer 2013) we explored the mechanisms involved in the relationships between ad affect and ad memorability and provided first-time neural evidence for the involvement of sociocognitive processes. We now extend that study as we disentangle the roles of the valence and arousal dimensions in the influence of ad affect on memory and investigate the neural...