Exploring Ad-Elicited Emotional Arousal and Memory for the Ad Using fMRI

Abstract

Using fMRI and self-reports, we explore the relationship between ad-elicited emotional arousal and memory for the ad, as well as the mechanisms involved in this relationship. A broad conceptual framework proposes three routes for emotional memory: attention, elaboration, and social cognition. Our exploratory study examines the association between ad-elicited emotional arousal and predetermined ad memorability, as a proxy for memory for the ad. Results reveal greater amygdala activation in memorable (versus unmemorable) ads, reinforcing the association between ad-elicited emotional arousal and memory for the ad. Amygdala activation was accompanied by activation in the brain region termed the superior temporal sulcus (STS), which is involved in social cognition. These results are indicative of a sociocognitive emotional memory process, which has been neglected in past research. Future research directions are discussed.