Brain-Imaging Detection of Visual Scene Encoding in Long-term Memory for TV Commercials

By John R. Rossiter, R. Silberstein, P. Harris, G. Nield. Journal of Advertising Research, 2001

175 citations recorded by the source corpus.

Subfields: Cognitive Neuroscience, Experimental and Cognitive Psychology

View Paper: https://www.semanticscholar.org/paper/6d498c6fc799a78c9b1089984120bb98810aefa0

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In Cognitive Neuroscience

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Citations in the corpus

Brain Responses to Movie Trailers Predict Individual Preferences for Movies and Their Population-Wide Commercial Success (2015, background): “Most of this research has focused on investigating the memorability of commercial messages (Rossiter et al. 2001; Rothschild and Hyun 1990) and their ability to capture viewers’ attention (Smith and Gevins 2004).”
What is "neuromarketing"? A discussion and agenda for future research. (2007, background): “Memory and information processing have also been of interest, with Rossiter et al. (2001) using EEG to show that certain visual scenes – showing fastest activation in left frontal cortices – are also better recognised.”
Applications of functional magnetic resonance imaging for market research (2007, methodology): “EEG measures voltage fluctuations on the scalp (Hansen, 1981; Klebba, 1985; Rossiter et al., 2001a).”
The contribution of neuroscience to consumer research: A conceptual framework and empirical review (2013, background): “This might be explained by the role of the left frontal hemi- sphere in long-term memory processing from visual stimuli as proposed in Rossiter et al. (2001).”
The application of physiological observation methods to emotion research (2007, background): “Memory and information processing have also been of interest, with Rossiter and Silberstein (2001) using EEG to show that certain visual scenes – showing fastest activation in left frontal cortices – are also better recognised.”
What can advertisers learn from neuroscience? (2007, methodology): “Steady-state probe topography (a variant of EEG developed in Melbourne) was used while subjects viewed frames from new TV commercials (Rossiter et al. 2001).”
Attention and Brain Activity While Watching Television: Components of Viewer Engagement (2004, background): “In addition, changes in steady state evoked potentials in the alpha frequency range recorded over frontal regions have recently been reported to be related to subsequent recall of commercial content (Rossiter & Silberstien, 2001).”