Figures & data
FIG. 1. Social processes affecting the way consumers experience advertising messages in real-world situations where the active human brain interacts with the social environment.
FIG. 2. Hypothesized neural systems involved in cognitive processes related to advertising effectiveness that may be influenced by social processes. Attention: VMPFC = ventral medial prefrontal cortex, visual cortex. Emotion: PFC = prefrontal cortex, amygdala; IFG = inferior frontal gyri. Memory: MPFC = medial prefrontal cortex, amygdala, hippocampus. Preference: VS = ventral striatum; VMPFC; NAcc = nucleus accumbens.
