Using brain-scan images of people who watched advertisements aired during Sunday's championship game, researchers can show which ads triggered various emotions in viewers, causing them to be fired up or emotionally flat.
Not surprisingly, most of the ads had one response in common: repelling viewers.
"Almost all the ads induced their greatest activity in the amygdala, a center of the brain most associated with detecting threats or danger," Joshua Freedman, a UCLA clinical assistant professor of psychiatry and co-founder of FKF Applied Research, said in a statement.
Advertisers take note; viewers take comfort.
Maybe we should introduce this tool into evaluating our learning design?