Researchers at the University of Florida have published the results of their first advertising study using fMRI, a project intended to try to relate brain scan data to specific emotions being experienced by the subjects while viewing ads. Jon Morris, a professor of advertising and communications at Florida, was critical of past fMRI studies, noting, “There was no real key happiness center, no key sad center, no key love center. What you got was brain activity, in general.” The Florida study was intended to narrow the focus of relating emotions to brain scans by giving the subjects a novel way to let researchers know what they were feeling: […]