By Natasha Singer
What happens in our brains when we watch a compelling TV commercial?
For one thing, certain brain waves that correlate with heightened attention become more active, according to researchers who have used EEGs, or electroencephalographs, to study the brain’s electrical frequencies. Brain waves that signal less-focused attention, meanwhile, tend to subside.
In other words, this is your brain on ads.
Or so say neuromarketers, a nascent group of researchers who use techniques from neuroscience to analyze people’s responses to products and promotions.
