Navigation Links
Which ads are winners? Your brain knows better than you do
Date:4/25/2012

s we made based on their brain activity," said Lieberman, one of the founders of social cognitive neuroscience. "We had people telling us one thing and this brain region telling us something diametrically opposed."

Initially, Lieberman and first author Emily Falk, an assistant professor of communication studies and psychology at the University of MichiganAnn Arbor, were concerned when they saw the results from the medial prefrontal cortex.

"We were hoping the brain data would add something to the self-reports of our participants," Lieberman said. "Given how different they were from one another, we were afraid our brain data might not end up predicting the real-world outcomes at all."

A few months later, after the advertisements had been broadcast, the authors received the call-volume data from the National Cancer Institute's 1-800-QUIT-NOW hotline. They compared the number of people who called the hotline the month before and the month after each of the advertising campaigns was run. All three advertising campaigns were successful in increasing the number of phone calls to the hotline. Campaign "A" more than doubled the number of calls, "B" increased the number of calls more than ten-fold and "C" boosted the number of calls a remarkable thirty-fold. (The advertisements were shown in Michigan, Massachusetts and Louisiana.)

Activity in the medial prefrontal cortex predicted which ads persuaded more people to call the hotline significantly better than the smokers' own thoughts about how successful the ads would be.

The research is published this month in the online edition of the journal Psychological Science, the premier journal for psychological science research, with print publication to follow.

What are the implications for the advertising industry, which often relies, at least partly, on unscientific focus groups?

"If people are making decisions based on what focus groups tell them
'/>"/>

Contact: Stuart Wolpert
swolpert@support.ucla.edu
310-206-0511
University of California - Los Angeles
Source:Eurekalert

Page: 1 2 3 4

Related medicine news :

1. Rate Regulation for Health Insurance: Obama Administration Should Look to CAs Model Law Which Has Saved Drivers $62 Billion Since 1988
2. Chest X-rays Can Help Predict Which H1N1 Patients Are at Greatest Risk
3. Chest X-rays can help predict which H1N1 patients are at greatest risk
4. New approach which can help to predict neurodegenerative diseases
5. Study identifies factors which predict alcohol use after liver transplantation
6. Researchers identify gene set that shows which patients benefit from chemo after surgery
7. Right or left? Brain stimulation can change which hand you favor
8. Video May Help Predict Which Embryos Will Survive IVF
9. Which comes first: Exercise-induced asthma or obesity?
10. Tomatoes found to contain nutrient which prevents vascular diseases
11. Gene test shows which bladder cancer patients may have cancer spread
Post Your Comments:
*Name:
*Comment:
*Email:
(Date:12/25/2014)... The click strand woven bamboo flooring ... Today, the business announces a click strand woven ... 30, 2015. , Click strand woven bamboo flooring ... a well-known brand in the bamboo industry. It ... reliable bamboo flooring supplier. , “We are happy ...
(Date:12/25/2014)... 26, 2014 Recently, iFitDress.com, the popular online ... has announced its new selection of black one-shoulder cocktail ... sale now; they are available at discounted prices, up to ... promotion will last for three weeks only. You know, we ... who are interested in our new items can visit our ...
(Date:12/25/2014)... (PRWEB) December 25, 2014 Helen Harris’ ... in Woodland Hills, California after an 8 year battle ... on Christmas Eve evening in her home in Woodland ... metastatic breast cancer. , As the ... forty years, she pioneered and championed many of today's ...
(Date:12/25/2014)... -- Overeating is common during the holidays, but there are ... says. "Don,t arrive at a party hungry. It may ... be attending a party, but deprivation leads to hunger, and ... Westchester Hospital in Mount Kisco, N.Y., said in a hospital ... day and even to have a snack before attending a ...
(Date:12/25/2014)... 2014 “ SmileStix ” was featured on ... latest and coolest mobile applications on the iOS, Android, and ... of NewsWatch, conducted the app review and shared with viewers ... stickers. , The old saying goes, “A picture says a ... that can describe a single image, because each picture holds ...
Breaking Medicine News(10 mins):Health News:BambooFlooringChina.com: click strand woven bamboo flooring promotion valid until Jan. 30, 2015. 2Health News:iFitDress.com: Black One-Shoulder Cocktail Dresses for 2015 2Health News:RP International founder, Helen Harris Dies on Christmas Eve Just Hours Before Her Holiday Television Broadcast to Raise Funds to Cure Blindness was Broadcasted Nationally 2Health News:RP International founder, Helen Harris Dies on Christmas Eve Just Hours Before Her Holiday Television Broadcast to Raise Funds to Cure Blindness was Broadcasted Nationally 3Health News:RP International founder, Helen Harris Dies on Christmas Eve Just Hours Before Her Holiday Television Broadcast to Raise Funds to Cure Blindness was Broadcasted Nationally 4Health News:An Application to Create Custom Stickers was Featured on NewsWatch Television on December 19, 2014 2
... cause of death and disease in the U.S., with more ... consequences. And yet teens still smoke. Indeed, smoking usually begins ... smokers became hooked by the time they were 18. Meanwhile, ... While studies have linked cigarette smoking to deficits ...
... K. Ganguly, Distinguished Research Professor of Chemistry at ... Award Lecture at the University of Michigan. Named ... G. Topliss, the lectures were established to recognize ... and industrial scientists. Dr. Ganguly,s lecture, "Drug Discovery ...
... is the most frequently mutated in human cancer. It encodes ... acts primarily as a regulator of how genes are made ... of Medicine show that the protein has at least one ... one of body,s main sources of fuel. These new insights ...
... (HealthDay News) -- Epilepsy patients who are poor are ... and a lower overall quality of life compared to ... Poor patients also visit hospital emergency departments more often ... to lead author Dr. Charles E. Begley, professor of ...
... sometimes help diagnose juvenile idiopathic arthritis (JIA), a physical ... tools in identifying this disease. According to a new ... Academy of Orthopaedic Surgeons (JAAOS), the rate of ... to screen for juvenile arthritis makes their value limited. ...
... has awarded Arizona State University (ASU) a $1 million ... Meldrum, Ph.D., at the Biodesign Institute. The team is ... called a "Cell-CT" scanner, that will perform functional computed ... technology will allow researchers to observe and assess the ...
Cached Medicine News:Health News:Tobacco smoking impacts teens' brains, UCLA study shows 2Health News:Tobacco smoking impacts teens' brains, UCLA study shows 3Health News:Stevens' Dr. A. K. Ganguly receives Topliss Award Lecture from University of Michigan 2Health News:Penn researchers find new role for cancer protein p53 2Health News:Penn researchers find new role for cancer protein p53 3Health News:Joint pain in children: Is it just a sore knee, or ... ? 2Health News:$1 million from W.M. Keck Foundation spurs development of new generation 3-D 'Cell-CT' imaging 2Health News:$1 million from W.M. Keck Foundation spurs development of new generation 3-D 'Cell-CT' imaging 3
(Date:12/24/2014)... , Dec. 23, 2014   Synageva ... a biopharmaceutical company developing therapeutic products for rare ... Agency (EMA) of the Marketing Authorization Application (MAA) ... recently granted the company,s request for accelerated assessment, ... regulatory review time.   The MAA, ...
(Date:12/24/2014)... , Dec. 23, 2014 In response to ... Association of Sierra Leone , Direct Relief ... for the treatment of local health workers who ... a new dedicated Ebola care center was constructed for foreign ... facility is not available for local Sierra Leonean health workers. ...
(Date:12/22/2014)... 2014 Apnea Sciences ( www.apneasciences.com ) announced ... Aliso Viejo , California.  Jimmy Fallon ... growth and worldwide expansion, a new facility with expanded ... anti snore cure have exceeded our expectations and thus ... now in 23 countries and will be increasing to ...
Breaking Medicine Technology:Synageva BioPharma Announces Sebelipase Alfa Marketing Authorization Application Validated By The EMA 2Synageva BioPharma Announces Sebelipase Alfa Marketing Authorization Application Validated By The EMA 3First Ebola Treatment Unit for Local Health Workers Arrives in Sierra Leone 2
... Pharmaceutical companies are dramatically increasing their investments ... demands of a patient-empowered, data-driven, outcomes-focused future in ... company investment in smart phone apps, educational websites, ... increased 78%, as companies embrace a role that ...
... Inc. (Nasdaq: MLAB ) today announced that ... cash dividend of 12 cents per share of common ... record at the close of business on February 25, ... markets electronic instruments and disposables for industrial, pharmaceutical and ...
Cached Medicine Technology:Pharmaceutical Industry Rapidly Expanding Partnerships With New Entrants in Health Care Space, Ernst & Young Finds 2Pharmaceutical Industry Rapidly Expanding Partnerships With New Entrants in Health Care Space, Ernst & Young Finds 3Pharmaceutical Industry Rapidly Expanding Partnerships With New Entrants in Health Care Space, Ernst & Young Finds 4Pharmaceutical Industry Rapidly Expanding Partnerships With New Entrants in Health Care Space, Ernst & Young Finds 5
... ARUP Laboratories is a national reference laboratory ... research and development. ARUP offers an extensive ... medical tests in clinical and anatomic pathology. ... Laboratories' clients include more than half of ...
... ARUP Laboratories is a national reference ... laboratory research and development. ARUP offers an ... unique medical tests in clinical and anatomic ... ARUP Laboratories' clients include more than half ...
... a national reference laboratory and a worldwide ... ARUP offers an extensive test menu of ... clinical and anatomic pathology. Owned by the ... more than half of the nation's university ...
... ARUP Laboratories is a national reference laboratory ... research and development. ARUP offers an extensive ... medical tests in clinical and anatomic pathology. ... Laboratories' clients include more than half of ...
Medicine Products: