Consumer Neuroscience-Based Metrics Predict Recall, Liking and Viewing Rates in Online Advertising

As a result, they are in a unique position in the field of advertising effectiveness to assess relative advertising performance between any competitive set of ads imaginable, both across different industries and different time periods.

the cognition effect of advertising is measured through ad recall.

the emotional dimension is typically used in evaluating the effects of advertising,

First, perception, and particularly exposure to the ad is recognized as the first step in any evaluation process.

Humans may not remember each advertisement they have been exposed to, but neuroscience techniques can detect conditions that lead to the memorization of advertising.