Marketing experts commonly refer to ads as either “emotional” or “rational” in their appeal to consumers. This dichotomy of “thinking versus feeling” is most evident when it comes to discussions around what makes an ad effective.

Some studies suggest that an ad that pulls on the heart strings will pack the most punch; others suggest a blend of logic and emotion. However, new research reveals which areas of the brain are stimulated by different ad appeals – and the brain activity associated with the most effective advertising.

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Journal RSM Discovery - Management Knowledge
Note This article draws its inspiration from the paper Neural responses to functional and experiential ad appeals: Explaining ad effectiveness, written by Linda E. Couwenberg, Maarten A.S. Boksem, Roeland C. Dietvorst, Loek Worm, Willem J.M.I. Verbeke and Ale Smidts, and published in the International Journal of Research in Marketing
Couwenberg, L.E. (2017). Effective ads: new technology answers old questions. RSM Discovery - Management Knowledge, 30(2), 5–7. Retrieved from