Their study found that adverts using logical persuasion (LP) - simple, convincing facts - are less effective in making us spend than adverts using non-rational influence (NI) - feelgood, stimulating images.
He added: 'The finding reinforces the hypothesis that preferences for purchasing goods and services may be shaped by many factors, including advertisements presenting logical, persuasive information and those employing images or text that may modify behaviour without requiring conscious recognition of a message.'Viewing LP images was consistently linked with significantly higher activity levels in the orbitofrontal and anterior cingulate regions, the amygdala, and the hippocampus, all areas of the brain involved in decision-making and/or emotional processing.
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