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Which Ads Are Winners? Your Brain Knows Better Than You Do

By Guest PostApril 26, 2012Scienceadvertisement, advertiser, advertising dollar, ann arbor, anti smoking, behavior, brain, brain activity, brain data, brain scan, campaign, catalyst, elliot berkman, emily falk, eyebrows, fmri, john wanamaker, matthew lieberman, medial prefrontal cortex, neural focus group, psychology, public health, quit now, television commercial, university of michigan, wisdom

Study on smokers’ brains may mark dawn of a new age in advertising

Advertisers and public health officials may be able to access hidden wisdom in the brain to more effectively sell their products and promote health and safety, UCLA neuroscientists report in the first study to use brain data to predict how large populations will respond to advertisements.

Thirty smokers who were trying to quit watched television commercials from three advertising campaigns, which all ended by showing the phone number of the National Cancer Institute’s smoking-cessation hotline. They were asked which commercials they thought would be most effective; they responded that advertising campaigns “A” and “B” would be the best and “C” would be the worst. (more…)

Resolved to Quit Smoking? Brain Scans Predict Likely Success

ANN ARBOR, Mich.— Brain scans showing neural reactions to pro-health messages can predict if you’ll keep that resolution to quit smoking more accurately than you yourself can. That’s according to a new study forthcoming in Health Psychology, a peer-reviewed journal.

“We targeted smokers who were already taking action to quit,” said Emily Falk, the lead author of the study and director of the Communication Neuroscience Laboratory at the U-M Institute for Social Research and Department of Communication Studies. “And we found that neural activity can predict behavior change, above and beyond people’s own assessment of how likely they are to succeed. (more…)

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Which Ads Are Winners? Your Brain Knows Better Than You Do

Resolved to Quit Smoking? Brain Scans Predict Likely Success