Abstract: Despite the increasing application of consumer neuroscience in advertising research in both academia and industry, many misconceptions about neuroscience research and data persist. One of the challenges for the consumer neuroscience researcher is dispelling these misconceptions for key stakeholders. In this panel, we will address some of these misconceptions with a focus on translating consumer neuroscience knowledge to new biopsychological researchers (i.e., faculty and students) and industry partners. This panel aspires to enhance the accessibility of consumer neuroscience research among advertising scholars in research, teaching, and service. Our expert panelists will discuss topics such as what neuroscience data actually tell us and how it can be used to complement self-report data, conducting web-based biometric research, managing expectations of industry partners, navigating timelines necessary to collect neuroscience data while adhering to important deadlines (such as tenure), and the increasing ease of use and decreasing expense of these measures that will allow more advertising researchers to employ such innovative research approaches.
Abstract: Drawing upon the theoretical framework of social identity theory and literature on physical intimacy, consumer neuroscience, and social cognitive and affective neuroscience, responses to images featuring same-gender and other-gender pairs are explored through examination of self-reported attitudes and neural activity associated with attention, memory, and emotion. Under the pretense of pretesting the effectiveness of images to be used in a national advertising campaign, participants viewed still images while neuroelectric brain responses were recorded. Each image featured two women, two men, or a man and a woman presented in positions of physical intimacy. Results indicate that event-related brain potentials (ERPs) associated with attention did not differ overall based on couple composition. However, ERPs associated with working memory and emotion were enhanced when processing images with two men. Preference for these images was reflected in self-reported attitudes.