A Neural Predictor of Consumer Psychology: An fMRI Study of the Effect of Celebrity, Non-Celebrity, and Rational Advertising Appeals on Dress Attractiveness
It is important to investigate how to capture their attention, and presumably increasing product attractiveness and buying intention. Along with the traditional research approaches, an increasingly popular method for assessing these factors is the study of the underlying brain activation that accompanies different types of advertising appeals designed to promote a given product. This present study attempts to fill this gap by investigating consumer brain-based activations in response to three different types of advertising appeals (i.e., celebrity, non-celebrity, rational). Twenty-seven female subjects participated and three different advertising appeals were shown to participants while in and fMRI brain scanner. Interestingly, non-celebrity appeals had the most positive effect on perceived dress attractiveness and activated regions particularly important for self-reflection. Future research employing different types of celebrities and products will provide a more complete picture of the brain mechanisms.