This Is Why Your Brain Loves That John Lewis Christmas Ad

Some may make us laugh, others make us cry, but making a Christmas TV ad stand out from the crowd at this time of year is all about intensity of emotional experience, according to consumer neuro-research firm Neuro-Insight. Applying neuroscience to explore measures such as emotional intensity and memory encoding is now widely recognised as a key way of assessing advertising effectiveness. This is because such measures show a better correlation with decision-making and purchasing intent than more traditional measures such as ad recall, according to Neuro-Insight CEO Heather Andrew. Heather Andrew “Emotional intensity is one of the measures we look for when researching an ad as there is a strong link between emotional intensity and what our brains encode to memory,” says Andrew. Narrative structure is another important consideration,…


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