Title

Neural Structures of Emotional Responses to Television Commercials: A Functional Magnetic Resonance Imaging Study

Document Type

Presentation

Publication/Presentation Date

2010

Academic Year

2010-2011

Abstract/Description

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."

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