February 8, 2016
Glenn Cummins and Paul Bolls are both with the Center for Communication Research at Texas Tech, and they're using their psychophysiology lab to study how people's brains process and respond to ads. Their research will be using a science called neuromarketing, which looks at how the brain responds to advertising messages.
"The Super Bowl is the world's largest stage for creative television advertising," Bolls said. "Our research takes a more scientific look at what makes a great Super Bowl ad and how viewers respond to advertising."
Read the story here.