Neural Structures of Emotional Responses to Television Commercials: A Functional Magnetic Resonance Imaging Study
Description: "No study to date has directly compared the discrete and dimensional approaches of emotional responses to advertising from a neurobiological perspective. We took the initiative to address this issue, and discovered a prefrontal-temporal cortical circuitry that corresponded to a pleasure-arousal response system in modeling emotions in television commercials."
Shen, Feng, and Jon. Morris. "Neural Structures of Emotional Responses to Television Commercials: A Functional Magnetic Resonance Imaging Study." Advances in Consumer Research. Jacksonville, Florida. Oct. 2010. Conference Presentation.