Geoff Schiller, Elliot K Fishman, Linda C Chu, Steven P Rowe, Charles K Crawford
J Am Coll Radiol . 2025 Mar 11:S1546-1440(25)00149-8. doi: 10.1016/j.jacr.2025.02.044. Online ahead of print.
Traditionally, advertising and sales strategies incorporate large quantities of data that appeal mostly to the logical course of action, focusing on features such as growth, risk factors, and expected returns on investment. Straightforward quantitative approaches designed to appease the rational portions of the brain are effective on their own, but the influences of psychology offer complementary methods for exciting clientele and shifting them from clients to consumers. Previously, it was thought that reason and emotion were counteractive in decision making. However, more recently, it has been discovered that logic and emotion are intimately connected in cognitive processing by involving similar brain structures and informational pathways [1-3]. This is evident through the evolution of theories that explain the perception of emotions and their relationship and representation in the brain, a topic of ongoing debate and research [4]. Using this interconnectedness, we find that advertising is a game that includes a multifaceted artistic approach that strategically activates and involves certain aspects of the brain.