How your brain can reveal what you buy
Nudge
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Measuring Immersion: Insights from Super Bowl Ads
This chapter explores the intricacies of audience immersion in advertisements, particularly focusing on Super Bowl commercials. It reveals a disconnect between traditional viewer ratings and neurological engagement, suggesting that self-reported enjoyment does not always correlate with consumer behavior. By examining a case study of a lesser-liked ad that achieved high immersion, the chapter emphasizes the need for businesses to prioritize emotional engagement over mere likability for effective advertising.
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