Navigation Links
Buyer beware: Advertising may seduce your brain, UCLA researchers say
Date:9/20/2011

Are you wooed by advertising? Of course you are. After all, it's one thing to go out and buy a new washing machine after the old one exploded, quite another to impulse-buy that 246-inch flat screen TV that just maybe, in hindsight, you didn't really need.

Advertisers come at you in two ways. There is the just-the-facts type of ad, called "logical persuasion," or LP ("This car gets 42 miles to the gallon"), and then there is the ad that circumvents conscious awareness, called "non-rational influence," or NI (a pretty woman, say, draped over a car).

Despite research surrounding the notion of neuromaketing, which studies consumers' cognitive responses to marketing stimuli, the impact on brain function of these types of real-world advertisements was unknown. Now, researchers at UCLA and George Washington University have shown that different types of advertisements evoke different levels of brain activity, depending on whether they use elements of logical persuasion or non-rational influence.

Reporting in the current online edition of the Journal of Neuroscience, Psychology, and Economics, Dr. Ian Cook, a professor of psychiatry at the Semel Institute for Neuroscience and Human Behavior at UCLA, and colleagues found that brain regions involved in decision-making and emotional processing were more active when individuals viewed ads that used logical persuasion than when they viewed ads that used non-rational influence. These brain regions help us inhibit our responses to certain stimuli.

In other words, "Watch your brain and watch your wallet," Cook said. "These results suggest that the lower levels of brain activity from ads employing NI images could lead to less behavioral inhibition, which could translate to less restraint when it comes to buying products depicted in the NI advertisements."

In the study, 24 healthy adults 11 women and 13 men viewed advertising images while electrical activity in their brains was recorded using electroencephalography (EEG). Each participant was shown 24 ads that had appeared in magazines and newspapers.

Ads using LP images included a table of facts and figures about cigarette products, details about how to build a better toothbrush and suggestions about selecting food for dogs on the basis of their activity level. In contrast, sample NI-type advertisements included beading water (liquor ad), an image of an attractive woman standing with legs apart (jeans ad) and a woman leapfrogging over a fire hydrant erupting with a water spray as a man enthusiastically grins behind her (cigarette ad).

The researchers found that viewing LP images was consistently linked with significantly higher activity levels in the orbitofrontal and anterior cingulate regions, the amygdala, and the hippocampus, all areas of the brain involved in decision-making and/or emotional processing.

The finding reinforces the hypothesis that preferences for purchasing goods and services may be shaped by many factors, including advertisements presenting logical, persuasive information and those employing images or text that may modify behavior without requiring conscious recognition of a message.

"Because the results showed that in response to non-rational sensory inputs, activity was lower in areas of the brain that help us inhibit responses to stimuli," said Cook, "the findings support the conjecture that some advertisers wish to seduce, rather than persuade, consumers to buy their products."


'/>"/>

Contact: Mark Wheeler
mwheeler@mednet.ucla.edu
310-794-2265
University of California - Los Angeles
Source:Eurekalert

Related medicine news :

1. VoIP Supply Releases VoIP Phone Buyers Guide
2. CosmeticLaserWorld.com Gives Buyers Peace of Mind Through Industry-Leading Investment Protection Plan
3. Ivory Homes Plans Ahead for the April 30th Home Buyer Tax Credit Deadline with 100 New Homes Ready for Quick Purchase
4. Homebuyers Celebrate Grand Opening of New Homes in Fort Myers, Florida with G.L. Homes
5. Food Industry Sets Standards for Advertising to Kids
6. TV food advertising increases childrens preference for unhealthy foods
7. How materialistic advertising messages negatively shape the female body image
8. The influence of advertising on drug recommendations
9. Advertising Sales Success: How Recruiting Leads to Liberty Health's Rise
10. Medical Practice Marketing Strategies and Advertising Don't Mix
11. 2010 OTC National Advertising Award Winners Announced
Post Your Comments:
*Name:
*Comment:
*Email:
(Date:10/13/2017)... (PRWEB) , ... October 13, 2017 , ... ... established the certification process to promote standards of excellence for the field of ... scheduled for March 22 – 25, 2018 in Orlando, Florida at the Omni ...
(Date:10/13/2017)... ... , ... Lori R. Somekh, founder of the Law Office of Somekh ... law and special needs planning attorneys. “Membership in ElderCounsel helps our office remain up ... network with elder law attorneys nationwide,” said Somekh. , ElderCounsel was ...
(Date:10/13/2017)... ... October 13, 2017 , ... The Visiting Nurse Association (VNA) of Somerset ... of specialty vendors and unique items from across the nation, this holiday-themed event will ... services offered by the VNA. The boutique will be open Saturday, November 4 ...
(Date:10/13/2017)... ... October 13, 2017 , ... Yisrayl Hawkins, Pastor and Overseer at ... of the most popular and least understood books in the Holy Scriptures, Revelation. The ... that have baffled scholars for centuries. Many have tossed it off as mere rubbish, ...
(Date:10/13/2017)... ... , ... “The Journey: From the Mountains to the Mission Field”: the story ... the Philippines. “The Journey: From the Mountains to the Mission Field” is the creation ... has taught all ages and currently teaches a class of ladies at her church, ...
Breaking Medicine News(10 mins):
(Date:10/11/2017)... Calif. , Oct. 11, 2017  BioPharmX Corporation ... scientific team that developed an innovative way to use ... of the delivery of new drugs. ... Fall Clinical Dermatology Conference will show how researchers from ... Hospital, Harvard Medical School used a suite of imaging ...
(Date:10/10/2017)...   West Pharmaceutical Services, Inc. (NYSE: WST), ... administration, today shared the results of a study highlighting ... intradermal administration of polio vaccines. The study results were ... 2017 by Dr. Ondrej Mach , Clinical Trials ... (WHO), and recently published in the journal Vaccine. ...
(Date:10/4/2017)... 2017 OBP Medical , a ... devices, today announced regulatory approval from ... Agência Nacional de Vigilância Sanitária (ANVISA)) to market ... retractor with integrated LED light source and smoke ... exposure of a tissue pocket or cavity during ...
Breaking Medicine Technology: