Emotional Impact of Fast Food Advertisements in the City of Madrid

Real images vs. images generated by artificial intelligence. Neurophysiological evaluation using electroencephalogram (EEG)

Authors

DOI:

https://doi.org/10.62161/sauc.v12.6204

Keywords:

Fast Food, Artificial Intelligence, Neuromarketing, EEG, Emotional Impact, Visual Attention

Abstract

This study examines young consumers’ brain activity when viewing fast-food advertisements with real versus AI-generated images, using electroencephalography (EEG). Findings reveal a dual processing pathway: AI-generated images predominantly activate the right orbitofrontal cortex and anterior cingulate, linked to rapid attention and aesthetic evaluation, while real images recruit a broader network including the right insula, temporal, and occipital regions, associated with sensory memory and interoception. These results suggest that visual authenticity modulates emotional and attentional responses differently, shaping the persuasive effectiveness of advertisements. The study highlights EEG’s value in neuromarketing and raises ethical and practical implications regarding the use of AI in food advertising. 

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Published

2026-05-29

How to Cite

Casas Arias, M., Cerdán Martínez, V. M., & González Osuna, Y. (2026). Emotional Impact of Fast Food Advertisements in the City of Madrid: Real images vs. images generated by artificial intelligence. Neurophysiological evaluation using electroencephalogram (EEG). Street Art & Urban Creativity, 12(3), 15–27. https://doi.org/10.62161/sauc.v12.6204

Issue

Vol. 12 No. 3 (2026)

Section

Research articles

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