by Kim Glovas
PHILADELPHIA (CBS) — The Super Bowl means football, but for many it’s also the entertainment in the commercials.READ MORE: Pennsylvania Primary: Attorney General Josh Shapiro Wins Democratic Primary For Governor
What makes a commercial successful, especially during the Super Bowl, is getting the consumer to have an emotional investment in it.READ MORE: Pennsylvania Primary Election Results 2022
That’s according to Doctor Angelika Dimoka, an associate professor in the Temple University Fox School of Business. She cited neuro-research using commercials from the 2014 game, and wiring consumers up to functional magnetic resonance imaging, or f-MRI.
“Super Bowl commercials are completely different type of commercials than anything else. So these Super Bowl commercials we found that emotional response, story telling, was very, very important to make them successful,” explained Dr. Dimoka.MORE NEWS: New Jersey State Trooper Won't Face Charges In Black Motorist's 2020 Death
She says the part of the brain which identifies value was activated in those studies. It was uncertain, however, if consumers went out and bought those products in the highly rated ads.