The Emotional Brain of Your Audience

University of Florida College of Journalism and Communications Advertising Professor Jon Morris started his career in academia 32 years ago to engage in a long tradition of scientific exploration.

Morris is working with McKnight Brain Institute faculty to study how the brain reacts to emotional messages in advertising.

In this video, Morris tells us a little bit about his work to understand how people respond to brands and commercials, and where in the brain emotional responses occur.

Understanding how audiences react to emotional messaging is critical, as it is a better predictor of how people will behave and is a key factor in marketing.

Posted: December 16, 2016