Analysis of Emotion and Recall in COVID-19 Advertisements: A Neuroscientific Study
| Autor: | Mario Rajas-Fernández, Dolores Lucía Sutil-Martín, Miguel Baños-González |
|---|---|
| Jazyk: | angličtina |
| Rok vydání: | 2021 |
| Předmět: |
advertisement
Health Toxicology and Mutagenesis Emotions recall emotion Affect (psychology) Article Facial Action Coding System neuroscience Advertising Psychoticism facial coding iMotions Humans Narrative Pandemics Extraversion and introversion AFFDEX Recall SARS-CoV-2 Public Health Environmental and Occupational Health COVID-19 Neuroticism Medicine Emotion and memory Psychology |
| Zdroj: | International Journal of Environmental Research and Public Health International Journal of Environmental Research and Public Health, Vol 18, Iss 8721, p 8721 (2021) Volume 18 Issue 16 |
| ISSN: | 1660-4601 1661-7827 |
| Popis: | In this research, neuroscience techniques are applied to the field of marketing in the analysis of advertisements that include the COVID-19 pandemic in their stories. A study of emotion and memory in these audiovisual productions is carried out as two fundamental factors for the knowledge of consumer habits and decision making. By means of facial recognition biosensor systems (AFFDEX) and various tests, six informative and narrative, emotional and rational advertisements are presented to the subjects of the experiment to detect which emotions predominate how they affect variables such as neuroticism, psychoticism or extroversion, among others or what is remembered about the different works, brands and advertisers. Outstanding results are obtained in both emotional and cognitive analysis. Thus, in the field of public health, it is found that messages referring to COVID-19 included in advertisements are remembered more than other narratives or even the brands, products or services themselves. Likewise, joy is the predominant emotion, and its significance in such varied advertising stories stands out. Finally, it is clear that neuroscience research applied to marketing requires new methods and integrated applications to obtain satisfactory results in the advertising field. |
| Databáze: | OpenAIRE |
| Externí odkaz: |
|