Brain processing of vocal sounds in advertising: A functional magnetic resonance imaging (fMRI) study

Authors:
Mohamed M. Mostafa
Affiliations:
Gulf University for Science and Technology, College of Business, West Mishref, Kuwait
Venue:
Expert Systems with Applications: An International Journal
Year:
2012

Citing 3
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Abstract

Using functional magnetic resonance imaging (fMRI), this study aimed at investigating the neural mechanisms associated with human and non-human sounds' perception in advertising. The study employed a block design paradigm in which participants heard human versus non-human sounds in different sets of advertisements. The results showed that, compared to nonhuman sounds, human sounds elicited greater activation in several areas in or around the primary auditory cortex (t5.16, p