If you happen to be an Adweek subscriber, you can check out their new article, Inside The Consumer Mind. Here’s the blurb:

As Coca-Cola’s famous “Mean Joe Green” ad unfolded frame by frame, a magnetic resonance imaging machine recorded what was going on inside the viewer’s brain. When oxygen carried by blood pooled in the medial pre-frontal cortex, an area just behind the forehead, Jon Morris, a market researcher and communications professor at the University of Florida, knew he had scientific proof that the ad elicited emotion…

  • When oxygen carried by blood pooled in the medial pre-frontal cortex, an area just behind the forehead, Jon Morris, a market researcher and communications professor at the University of Florida, knew he had scientific proof that the ad elicited emotion.
  • Neuroscientists say people actually feel more than they think, and that emotion plays a crucial role in all decision-making.
  • Traditional questionnaires and focus groups, they say, have been considered a simpler and less expensive route than high-tech machines to gauge consumer response to ads
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