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Impact of video-messages on consumers' implicit response

Thuy Ung-Pham1, Quoc Cuong Nguyen2, Elizabeth Carrillo3

  • 1Instituto de Agroquímica y Tecnología de los Alimentos (IATA-CSIC), Agustín Escardino Benlloch 7, 46980 Paterna, Spain; Department of Agricultural Economics, Statistics and Business Management, Universidad Politécnica de Madrid, Escuela Técnica Superior de Ingeniería Agronómica, Alimentaria y de Biosistemas, Ciudad Universitaria s/n, 28040 Madrid, Spain.

Food Research International (Ottawa, Ont.)
|December 6, 2025
PubMed
Summary

This study used physiological measures to understand consumer responses to health and sustainability messages in formal and TikTok videos. Findings reveal how attention and arousal, indicated by heart rate and skin conductance, influence message retention.

Keywords:
ConsumersHeart rateImplicit responseInformation attentionPupil dilationSkin conductanceSocial mediaSustainabilityVideo

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