Buyer Beware: Advertising may Seduce Your Brain

Various types of advertising is all around us. They have launched various efforts to entice buyers.

There are ads that feature its products, while others were content ads completely unrelated to the products they sell. A study revealed that this type of advertising that should be most wary by the buyer.

Researchers at the University of California, Los Angeles, and George Washington University working together to dissect two different types of advertising it. The first type of advertising called "logical persuasion" (LP), which presents the facts about a product.

The second type of advertising called "non-rational influence" (NI) because these ads deceiving consumers by portraying scenes awareness funny, cryptic, and sexy that seemed nothing to do with the product.

In the study, researchers showed the picture ads to 11 women and 13 men as well as recording the electrical activity in their brains by using electroencephalography (EEG).

Ads using LP images included a table of facts and figures about cigarette products, details about how to build a better toothbrush and suggestions about selecting food for dogs on the basis of their activity level. In contrast, sample NI-type advertisements included beading water (liquor ad), an image of an attractive woman standing with legs apart (jeans ad) and a woman leapfrogging over a fire hydrant erupting with a water spray as a man enthusiastically grins behind her (cigarette ad).

Dr. Ian Cook

Research shows that brain regions involved in decision-making and emotional experience levels are much higher activity when participants saw the ad type of LP. Brain regions that help to limit the response to certain stimuli.

When looking at advertisements NI type, the level of brain activity is not as high as before. "Watch your brain and your wallet," says Ian Cook, a researcher of University of California, Los Angeles.

Researchers study states the results of research show low levels of brain activity when watching the commercials NI which cause low brain control behavior, so that consumers are easily tempted to buy the product. *** [LIVESCIENCE | KORAN TEMPO 3658]