TABLE 2.

Relationships between population sample ratings on notability of the ad, attitude toward the ad, and features of the ad.

	Notability		Attitude
	Beta	t	Beta	t
Product category cars vs food	–0.16	–1.51	−0.30***	–2.97
Product category gadgets vs food	–0.17	–1.58	−0.23*	–2.32
Product category beauty vs food	–0.17	–1.66	–0.08	–0.85
Product category fashion vs food	–0.11	–1.03	–0.12	–1.29
Brand familiarity	0.12	1.30	0.42***	5.10
Luminance	–0.09	–1.06	–0.03	–0.45
Contrast	−0.24*	–2.93	–0.04	–0.51
Neural arousal	0.19*	2.31	−0.25***	–3.36
R2 full model	0.13		0.23
R2 change due to neural arousal	0.03		0.06
F change due to neural arousal	5.33*		11.27***

*p < 0.05, **p < 0.01, ***p < 0.005. Beta is the standardized regression coefficient.