Research Reveals How Brain Reacts to Deceptive Advertising

New research done by a North Carolina University professor shows that several specific regions of the brain are activated in a two-part process when humans are exposed to deceptive advertising. This research opens the door to further studies that could help investigators understand how brain injury and aging may affect susceptibility to fraud or misleading marketing.

The aforementioned study utilized functional magnetic resonance imaging (fMRI) to capture images of the brain while study participants viewed a series of print advertisements. The fMRI images let researchers determine how consumers’ brains respond to potentially deceptive advertising. For more information, click here to read the full release.