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首页> 外文期刊>Journal of neuroscience, psychology, and economics >Regional Brain Activation With Advertising Images
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Regional Brain Activation With Advertising Images

机译：带有广告图像的区域大脑激活

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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.
机译：购买商品和服务的偏好可能受到许多因素的影响，包括呈现逻辑，有说服力的信息的广告，或者使用图像或文字的广告，这些广告可能会修改行为而无需有意识地识别消息。我们测试了以下假设：在试点项目中，这两种消息（逻辑说服力[LP]与非理性影响[NI]）可能会以不同的方式影响大脑功能，并使用了来自现实世界印刷广告和定量脑电图的刺激作为无创措施区域脑活动。在记录脑电活动的同时，二十四名健康受试者（11名女性和13名男性）观看了图像。我们使用低分辨率的大脑电磁层析成像方法来量化当前涉及决策和情感处理的大脑区域的强度。使用数据块设计分析数据，以比较LP和NI刺激期间的大脑活动。与NI图像相比，LP图像与眶额，前扣带回，杏仁核和海马区的活动水平一致且显着更高。这些发现表明，广告图像可以唤起与使用LP和NI元素有关的区域大脑活动的不同水平。

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