| Abstract: | Preferences for purchasing goods and services may be shaped by many factors, including advertisements presenting logical, persuasive information or those using images or text that may modify behavior without requiring conscious recognition of a message. We tested the hypothesis that these two types of messages (logical persuasion LP] vs. nonrational influence NI]) might affect brain function differently in a pilot project, using stimuli drawn from real-world print advertisements and quantitative electroencephalography as a noninvasive measure of regional brain activity. Twenty-four healthy subjects, 11 women and 13 men, viewed images while brain electrical activity was recorded. We used the low-resolution brain electromagnetic tomography method to quantify current intensity in brain regions implicated in decision-making and emotional processing. Data were analyzed using a block design to compare brain activity during LP and NI stimuli periods. LP images were associated with consistently and significantly higher activity levels in orbitofrontal, anterior cingulate, amygdala, and hippocampus regions than were NI images. These findings suggest that advertising images can evoke different levels of regional brain activity related to the use of LP and NI elements. (PsycINFO Database Record (c) 2011 APA, all rights reserved) |
