Want to share this post with you about how emotional ads are processed quite differently by the brain than those that appeal to logic. Link to the full post.
Researchers had subjects view different ads, some that used logical persuasion to sell, and others that used what they called “non-rational influence” ads. The latter used mostly images, often of attractive people.
When the experimenters monitored the subjects’ brain activity using a form of EEG called low-resolution brain electromagnetic tomography, they found that the information-laden logical ads did light up more of the brain, including both areas associated with decision making and emotions.
While the higher levels of brain activation sounds like good news for ads that persuade with logic, lead researcher Dr. Ian Cook concluded that the emotional ads were more impactful:
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.
The findings support the conjecture that some advertisers wish to seduce, rather than persuade, consumers to buy their products.