New brain study reveals the psychology behind video advertisement liking

According to a comprehensive study published in the Journal of Marketing Research on July 28, 2023, researchers have decoded the psychological mechanisms that drive viewers' reactions to video advertisements. The research, which examined neural signals from 113 participants across two countries while they watched 85 video ads, provides unprecedented insights into how human brains process advertising content.

The international research team, led by Hang-Yee Chan from King's College London alongside colleagues from Rotterdam School of Management, Temple University, and the University of Amsterdam, utilized functional magnetic resonance imaging (fMRI) to track brain activity during advertisement exposure. Their findings reveal that multiple psychological processes work simultaneously to shape viewer preferences.

Early prediction signals emerge within seconds

The study demonstrates that neural signals associated with emotion and memory become predictive of advertisement liking within the first three seconds of exposure. This rapid response challenges traditional marketing assumptions about how long advertisements need to capture viewer attention.

According to the research data, social cognition, language, and executive function signals exhibited predictiveness within five to seven seconds, while perception signals required approximately ten seconds to influence liking ratings. The temporal dynamics show that different brain processes contribute to advertisement evaluation at distinct time intervals throughout viewing.

Social cognition emerges as powerful predictor

Perhaps most significantly, the research identifies social cognition—the brain's process of understanding other people's intentions and beliefs—as a strong predictor of advertisement liking at both individual and population levels. This neurological mechanism, often called "mentalizing," activates when viewers mentally engage with characters or scenarios presented in advertisements.

The study found that social cognition maintained what researchers describe as a "peak-and-stable pattern" throughout advertisement exposure, suggesting sustained engagement with narrative elements drives preference formation. This finding supports the marketing industry's emphasis on storytelling and emotional narratives in advertising campaigns.

Emotion shows early peak then decline

While emotion proved to be one of the earliest predictors of advertisement liking, its influence exhibited a "peak-and-fall" pattern. Emotional responses peaked early in the advertisement viewing experience but showed diminishing predictive power as exposure continued. This pattern contrasts with the "peak-end rule" traditionally assumed in experience evaluation, where final moments supposedly determine overall judgments.

The research suggests that while emotional engagement captures initial viewer interest, sustained preference formation depends more heavily on social-cognitive processes and narrative engagement. This temporal shift has implications for how advertisers structure content throughout video advertisements.

Executive function creates negative impact

The study revealed that executive function—encompassing planning, decision-making, and inhibitory control—negatively correlated with advertisement liking. Brain activity suggesting cognitive load, numeracy processing, or deliberative thinking predicted lower preference ratings.

This finding aligns with advertising theories suggesting that analytical processing can diminish advertisement effectiveness. According to the research, when viewers engage in deliberative or critical evaluation, their likelihood of advertisement preference decreases significantly.

Memory processes show complex patterns

Memory-related brain activity demonstrated mixed effects on advertisement liking. While general memory encoding processes positively predicted preferences, working memory activation showed negative correlations. The research suggests that declarative memory demands, such as processing facts and figures, may be detrimental to advertisement preference formation.

This nuanced finding indicates that effective advertisements should facilitate effortless information processing rather than requiring intensive cognitive work from viewers. The distinction between different memory systems provides guidance for content creation strategies.

Neural signals outperform traditional measures

The study demonstrated that neural signals, particularly those associated with social-affective responses, improved prediction of aggregate advertisement liking compared to traditional anatomically-based neuroimaging analysis and self-report ratings. According to the research, early-onset social-affective responses predicted population liking even after accounting for viewers' stated preferences.

This finding suggests that brain-based measurements capture information not accessible through conventional survey methods. The research indicates potential applications for neural testing in advertisement development processes.

Behavioral replication confirms findings

To validate their neuroimaging results, researchers conducted two behavioral studies using 302 participants from the United Kingdom. These participants viewed ten-second excerpts from Super Bowl advertisements and provided ratings on psychological processes.

The behavioral studies confirmed that social cognition ratings of short advertisement excerpts predicted population liking beyond what could be explained by overall preference ratings alone. This replication demonstrates the practical applicability of the neuroimaging findings to real-world advertising evaluation.

Implications for marketing practice

The research provides evidence supporting narrative-driven advertising approaches. According to the findings, advertisements that engage viewers' social cognitive processes—through character development, storytelling, or scenarios requiring perspective-taking—achieve better preference outcomes.

The temporal patterns suggest advertisers should prioritize emotional engagement in advertisement openings while maintaining social-cognitive elements throughout the entire viewing experience. The late-peak predictiveness of perception indicates that sensory enhancement near advertisement conclusions may boost overall preference ratings.

Technical methodology and scope

The research employed advanced neuroimaging analysis techniques, transforming raw brain measurements into psychological process indicators using the Neurosynth meta-analytic database. This approach allowed researchers to interpret neural activity patterns in terms of specific psychological functions rather than relying solely on anatomical brain regions.

This groundbreaking research on brain responses to video advertisements represents a significant advancement in understanding consumer psychology. The findings demonstrate that effective advertising engages multiple brain systems simultaneously, with social cognition and emotional processing playing central roles in preference formation. The study's methodology provides a framework for future research into the neural mechanisms underlying consumer behavior and marketing effectiveness.

Timeline

• February 25, 2021 - Research submitted to Journal of Marketing Research
• 2021-2023 - Data analysis and peer review process
• July 28, 2023 - Study published in Journal of Marketing Research
• 2023-2024 - Follow-up studies on AI-generated advertising content
• September 25, 2025 - Related research on CTV HomeScreen attention rates published

Summary

Who: International research team led by Hang-Yee Chan from King's College London, with colleagues from Rotterdam School of Management, Temple University, and University of Amsterdam

What: Comprehensive neuroimaging study analyzing brain responses to video advertisements, identifying psychological processes that predict viewer preferences

When: Research submitted February 25, 2021, published July 28, 2023, in Journal of Marketing Research

Where: Study conducted across two countries using neuroimaging data from Netherlands and United States participants

Why: To understand the psychological mechanisms underlying advertisement liking and improve prediction of advertising effectiveness beyond traditional self-report measures