Featured Research

from universities, journals, and other organizations

Oxytocin increases advertising’s influence: Hormone heightened sensitivity to public service announcements

Date:
November 16, 2010
Source:
Society for Neuroscience
Summary:
The hormone oxytocin makes people more susceptible to advertising, according to new research. The findings suggest that advertisements may exploit the biological system for trust and empathy.

The hormone oxytocin makes people more susceptible to advertising, according to new research presented at Neuroscience 2010, the annual meeting of the Society for Neuroscience, held in San Diego. The findings suggest that advertisements may exploit the biological system for trust and empathy.

The researchers, directed by Paul Zak, PhD, at Claremont Graduate University in California, found that people treated with oxytocin donated 56 percent more money to causes presented in public service announcements. Study participants who received oxytocin also reported that the advertisements made them feel more empathetic.

After sniffing a spray of oxytocin or a placebo, participants viewed short public service announcements that had aired on television in the United States and the United Kingdom. The advertisements presented the dangers of smoking, alcohol, reckless driving, and global warming. Participants then reported how they felt about the people and issues presented in the advertisements. They were also given an opportunity to donate a portion of the money they had earned from participating in the experiment.

"Our results show why puppies and babies are in toilet paper commercials," Zak said. "This research suggests that advertisers use images that cause our brains to release oxytocin to build trust in a product or brand, and hence increase sales," he said.

Research was supported by Claremont Graduate University.


Story Source:

The above story is based on materials provided by Society for Neuroscience. Note: Materials may be edited for content and length.


Cite This Page:

Society for Neuroscience. "Oxytocin increases advertising’s influence: Hormone heightened sensitivity to public service announcements." ScienceDaily. ScienceDaily, 16 November 2010. <www.sciencedaily.com/releases/2010/11/101115160404.htm>.
Society for Neuroscience. (2010, November 16). Oxytocin increases advertising’s influence: Hormone heightened sensitivity to public service announcements. ScienceDaily. Retrieved August 29, 2014 from www.sciencedaily.com/releases/2010/11/101115160404.htm
Society for Neuroscience. "Oxytocin increases advertising’s influence: Hormone heightened sensitivity to public service announcements." ScienceDaily. www.sciencedaily.com/releases/2010/11/101115160404.htm (accessed August 29, 2014).

Share This




More Mind & Brain News

Friday, August 29, 2014

Featured Research

from universities, journals, and other organizations


Featured Videos

from AP, Reuters, AFP, and other news services

Treadmill 'trips' May Reduce Falls for Elderly

Treadmill 'trips' May Reduce Falls for Elderly

AP (Aug. 28, 2014) Scientists are tripping the elderly on purpose in a Chicago lab in an effort to better prevent seniors from falling and injuring themselves in real life. (Aug.28) Video provided by AP
Powered by NewsLook.com
Alice in Wonderland Syndrome

Alice in Wonderland Syndrome

Ivanhoe (Aug. 27, 2014) It’s an unusual condition with a colorful name. Kids with “Alice in Wonderland” syndrome see sudden distortions in objects they’re looking at or their own bodies appear to change size, a lot like the main character in the Lewis Carroll story. Video provided by Ivanhoe
Powered by NewsLook.com
Stopping Schizophrenia Before Birth

Stopping Schizophrenia Before Birth

Ivanhoe (Aug. 27, 2014) Scientists have long called choline a “brain booster” essential for human development. Not only does it aid in memory and learning, researchers now believe choline could help prevent mental illness. Video provided by Ivanhoe
Powered by NewsLook.com
Personalized Brain Vaccine for Glioblastoma

Personalized Brain Vaccine for Glioblastoma

Ivanhoe (Aug. 27, 2014) Glioblastoma is the most common and aggressive brain cancer in humans. Now a new treatment using the patient’s own tumor could help slow down its progression and help patients live longer. Video provided by Ivanhoe
Powered by NewsLook.com

Search ScienceDaily

Number of stories in archives: 140,361

Find with keyword(s):
Enter a keyword or phrase to search ScienceDaily for related topics and research stories.

Save/Print:
Share:

Breaking News:
from the past week

In Other News

... from NewsDaily.com

Science News

Health News

Environment News

Technology News



Save/Print:
Share:

Free Subscriptions


Get the latest science news with ScienceDaily's free email newsletters, updated daily and weekly. Or view hourly updated newsfeeds in your RSS reader:

Get Social & Mobile


Keep up to date with the latest news from ScienceDaily via social networks and mobile apps:

Have Feedback?


Tell us what you think of ScienceDaily -- we welcome both positive and negative comments. Have any problems using the site? Questions?
Mobile: iPhone Android Web
Follow: Facebook Twitter Google+
Subscribe: RSS Feeds Email Newsletters
Latest Headlines Health & Medicine Mind & Brain Space & Time Matter & Energy Computers & Math Plants & Animals Earth & Climate Fossils & Ruins