Brain, Brands and Sales (Dr. Martin Scarabis, Germany)

Can radio be used as a background medium impact listeners to buy the advertiser´s products? A new German radio study implies that radio ads can indeed increase the purchase response even when not listened to directly. In the study 200 persons had to work on the computer while the radio was playing in the background. Afterwards they had to classify products according to whether they wish to buy or not – a way of measuring implicit reactions in the brain. The results will be presented in the session by Dr Martin Scarabis, Germany.