Neural correlates of gender congruence in audiovisual commercials for gender-targeted products: An fMRI study.

ABSTRACT: This article explores neural and self-report responses to gender congruence in product-voice combinations in commercials. An fMRI study was carried out in which participants (n = 30) were presented with gender-targeted pictures of characteristic male or female products accompanied by either gender congruent or incongruent voices. The findings show that attitudes are more positive toward commercials with gender congruent than with gender incongruent product-voice combinations. fMRI analyses revealed that primary visual brain areas, namely calcarine and cuneus, responded stronger to congruent than incongruent combinations suggesting that participants enhanced their endogenous attention toward congruent commercials. Incongruent combinations, by contrast, elicited stronger activation in areas

SUBMITTER: Casado-Aranda LA 

PROVIDER: S-EPMC6866533 | biostudies-literature | 2018 Nov

REPOSITORIES: biostudies-literature