Neural Responses to Functional and Experiential Ad Appeals: Explaining Ad Effectiveness

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55 Citations (Scopus)


Despite the large body of research that has investigated the effect of ad appeals of television advertisements on consumers' internal responses and behavior, our understanding of how different ad appeals are processed remains limited. Complementing existing literature with novel insights from neuroimaging techniques can be valuable, providing more immediate insights into implicit mental processes. The present study explores the neural responses to functional and experiential executional elements in television advertisements by using functional magnetic resonance imaging (fMRI). Comparing a unique set of different commercials for the same brand enabled examination of the influence of differences in ad appeal on brain responses and subsequent advertisement effectiveness. Findings show that functional and experiential executional elements engage different brain areas, associated with lower- and higher-level cognitive processes, and that the extent to which these particular brain areas are activated is associated with higher ad effectiveness.
Original languageEnglish
Pages (from-to)355-366
Number of pages12
JournalInternational Journal of Research in Marketing
Issue number2
Publication statusPublished - 2017

Research programs

  • ESE - MKT


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