Using cognitive neuroscience

Interview five of your friends or relatives. Ask each person to write down two advertisements they enjoyed and their reasons. Ask individuals to write down two advertisements they dislike and their reasons. Finally, ask them to write down an advertisement they believe is offensive and their reasons. Ask other students to read their lists comparing ads that were liked, disliked, or considered offensive.

What common elements did you find in each category? What were the differences?

Review the section of the chapter on cognitive neuroscience. What are your thoughts about using cognitive neuroscience? Besides ads containing sexual content, identify two other situations where cognitive neuroscience would yield superior results to emotional reaction tests or copy tests. Explain why.


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