I have a little ammunition for all of you like me who work in marketing and have ever had to argue with someone who contended that what we do (Marketing) is "not neuroscience". Researchers from UCLA did an in-depth study, measuring brain waves and reactions to commercials via functional magnetic resonance imagery.
The scientists compared levels of brain activity triggered by this year's troupe of commercials in a number of categories, from fear, to arousal, to empathy. Admittedly, this year was a pretty lame subject matter to study, but I found to be interesting, based on the overall volume of brain activity, which commercials were chosen as the winners.
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