A neuroscience study by RSM and ESE titled "Neural responses to functional and experiential ad appeals: Explaining ad effectiveness" may be able to provide some insight as to why we are attracted to some ads, but not others. Using a system called functional magnetic resonance imaging (fMRI) — which measures brain activity through blood-flow changes — some of the triggers that determine whether you like an ad have been identified, and, by extension, the product it is promoting.