ticular advertising execution. Further, although the distinction between "left and right brains" may be an interesting and useful metaphor for advertisers, its usefulness as a physiological indicator of viewer reactions is limited. It seems premature for advertisers to consider evaluation of advertising based on EEG responses because these responses cannot be interpreted yet in terms of the psychological processes they reflect, let alone how those processes influence purchase decisions.
Although a number of the chapters use methods that might be translated into measures for evaluating advertising, Batra and Ray specifically (Chapter 1) developed a coding scheme for thought protocols which includes various affective reactions to advertising. The two affective codes they found to be the most closely related to other reactions to advertising and to the brand were the measure of SEVA (surgency, elation, vigor, and activation) and the measure of social affection (references to the ad being warm, touching, etc.). This way of analyzing reactions to advertising may be one more way to assess its emotional appeal.
In sum, the chapters in this volume offer implications for the development of advertising strategies, advertising executions and media plans, and copytesting methods. The emerging theory of persuasion and research on advertising effect will hopefully generate new research on persuasion, and will lead to fresh approaches to the development of advertising strategies, executional vehicles, and copy testing approaches.
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