动态多感官Covid ADV的优先效应影响认知和情绪EEG反应
Carlotta Acconito1,2, Laura Angioletti1,2, Michela Balconi1,2
1International Research Center for Cognitive Applied Neuroscience (IrcCAN), Catholic University of the Sacred Heart, Largo Gemelli 1, 20123 Milan, Italy.
Brain sciences
|May 27, 2023
概括
广告的有效性取决于曝光顺序,而不仅仅是内容. 这项研究发现,消费者查看广告的顺序显著影响了他们的认知和情绪反应,揭示了广告参与度的首要效应.
科学领域:
- 神经科学是一个神经科学.
- 消费者心理学 消费者心理学
- 营销 营销 营销 营销 营销 营销
背景情况:
- 多感官广告旨在通过吸引多种感官来让观众沉浸其中.
- 在COVID-19疫情期间,广告商整合了流行病参考,同时保持了多感官方法.
研究的目的:
- 研究与COVID-19相关的动态和情感广告对消费者的认知和情感反应的影响.
- 为了确定暴露于与流行病相关的广告与非流行病相关的广告的顺序是否会影响电生理反应.
主要方法:
- 19名参与者被分为两组,在不同的顺序中查看COVID-19和非COVID-19广告.
- 脑电图 (EEG) 用于记录广告曝光期间的大脑活动.
- 分析的重点是特定大脑区域的,α和β波活动.
主要成果:
- 当非COVID-19广告在COVID-19广告之前时,前面和temporo-central区域的theta激活增加,这表明对情绪刺激的认知控制.
- 当非COVID-19广告排在第一位时,围后区域的α活性增加,这表明认知参与度更高.
- 首次查看COVID-19广告时,在正面区域观察到更高的β活动,这表明其具有较高的认知影响.
- 在第一个查看时,非COVID-19广告在围后区域的β激活率更高,这表明对潜在的痛苦内容的反应.
结论:
- 广告曝光的顺序显著影响消费者的电生理反应.
- 观察到一种优先效应,即早期的刺激具有更大的影响.
- 广告序列是消费者参与和认知处理的关键因素,可能比单独的内容更重要.
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