A Psychophysiological Approach For Measuring Response to Messaging

Martínez‐Fiestas, Myriam; Jesús, María; Sánchez‐Fernández, Juan; Montoro-Ríos, Francisco

doi:10.2501/jar-55-2-192-205

Cited by 39 publications

(29 citation statements)

References 53 publications

Supporting

Mentioning

Contrasting

Unclassified

Order By: Relevance

“…That has grabbed immense attention from both academia and industrial field, and collaboration between marketers, neuroscientists, and psychologists in order to better understand what drives consumer behavior and neural processing of advertising in the human brain [60]. For example, it has divided neuroimaging tools that provide evidence on neural correlates of advertising and consumers' behavior into two categories, as follows: (1) recording electrical activity signals such as electroencephalography (EEG) and magnetoencephalography (MEG), and (2) recording metabolic activity signals such as functional magnetic resonance imaging (fMRI) and functional near-infrared spectroscopy (fNIRS) [13,[61][62][63][64][65].…”

Section: An Overview Of Neuroimaging Tools Used In Advertising Researchmentioning

confidence: 99%

Neuroimaging Techniques in Advertising Research: Main Applications, Development, and Brain Regions and Processes

et al. 2021

View full text Add to dashboard Cite

Despite the advancement in neuroimaging tools, studies about using neuroimaging tools to study the impact of advertising on brain regions and processes are scant and remain unclear in academic literature. In this article, we have followed a literature review methodology and a bibliometric analysis to select empirical and review papers that employed neuroimaging tools in advertising campaigns and to understand the global research trends in the neuromarketing domain. We extracted and analyzed sixty-three articles from the Web of Science database to answer our study questions. We found four common neuroimaging techniques employed in advertising research. We also found that the orbitofrontal cortex (OFC), the ventromedial prefrontal cortex, and the dorsolateral prefrontal cortex play a vital role in decision-making processes. The OFC is linked to positive valence, and the lateral OFC and left dorsal anterior insula related in negative valence. In addition, the thalamus and primary visual area associated with the bottom-up attention system, whereas the top-down attention system connected to the dorsolateral prefrontal cortex, parietal cortex, and primary visual areas. For memory, the hippocampus is responsible for generating and processing memories. We hope that this study provides valuable insights about the main brain regions and processes of interest for advertising.

show abstract

Section: An Overview Of Neuroimaging Tools Used In Advertising Researchmentioning

confidence: 99%

Neuroimaging Techniques in Advertising Research: Main Applications, Development, and Brain Regions and Processes

et al. 2021

View full text Add to dashboard Cite

show abstract

“…In this sense, and with the idea of minimizing the gap between responsible consumption and the perceived value of the products consumed, this research aims to respond with what type of variables could motivate positive changes in consumer behavior, and thus influence them in advertising messages [78]. It is important not only to raise awareness but also to facilitate the means to be able to materialize.…”

Section: Comparison Between Price and Qualitymentioning

confidence: 99%

Evaluating the Perception of Socially Responsible Consumers: The Case of Products Derived from Organic Beef

2020

View full text Add to dashboard Cite

Among the Sustainable Development Objectives adopted by the United Nations General Assembly in September 2015, is the 12th objective of Ensuring sustainable production and consumption patterns which aims to promote the efficient use of resources, energy efficiency, sustainable infrastructures, access to basic services, ecological support, decent jobs; and a better quality of life for all. In this line, our study illustrates a real case of farm producers who propose to transform the farm into an ecological entity with aim of safe and quality food production based on the sustainable production techniques and processes. This research outlines the market study that clarifies which consumers’ perceptions could be suitable for the ecological products derived from the organic bovine cattle. The primary data were obtained from the questionnaire survey conducted at supermarkets in Spain. The research sample comprised 330 respondents from Andalusia region. Results proved that the importance of the perceived value of products derived from organic beef was established in the following way: Price > Ethics > Health > Hedonism > Quality.

show abstract

“…Two examples of positive messages are “Democrats will help college students and their families afford tuition by offering a college opportunity tax credit” or “Democrats will work to improve the economy by ending the tax cuts for the rich and getting rid of corporate giveaways.” In the field of social neuroscience, Gozzi, Zamboni, Krueger, and Grafman () identified reward ‐ and positive value ‐related areas when participants were exposed to political opinions with which they agree. Positively framed campaign messages in other domains of communication (environment, health, or social) also convey rewarding properties to the audience (Casado‐Aranda, Martínez‐Fiestas, & Sánchez‐Fernández, ; Martínez‐Fiestas, del Jesus, Sánchez‐Fernández, & Montoro‐Rios, ).…”

Section: Theoretical Backgroundmentioning

confidence: 99%

Does Partisan Bias Modulate Neural Processing of Political Information? An Analysis of the Neural Correlates of Corruption and Positive Messages

Casado‐Aranda

Venkatraman

Sánchez‐Fernández

et al. 2019

Political Psychology

View full text Add to dashboard Cite

Daily worldwide newspapers print articles exposing government corruption. Yet these messages do not lead to a loss of votes for the corrupt parties. Sympathizers’ partisan bias, which respectively minimizes and maximizes corruption and positive messages of their own parties respectively, is widely considered the main cause of the loss of effectiveness of political communications. Despite the well‐established existence of such bias when processing political information, little is known as to its psychological origin. Through the use of neuroscience (fMRI), this study explores the underlying brain mechanisms of negative (corruption) and positive political messages related to a conservative and a socialist Spanish political party, as well as the differences between their sympathizers. The findings reveal that negative (vs. positive) political messages exert the greatest neuroimaging impact on the electorate, as shown in aversive, risk, and disappointment‐related brain regions. Interestingly, we show that there exists a main partisan bias against opposite parties (and not a positive bias toward one’s own party) that stems from a higher risk, ambiguity, and disbelief provoked by both positive and negative information about rival parties. Furthermore, this bias was more pronounced among conservative supporters. The current findings provide valuable insights for political parties to improve their communication campaigns.

show abstract

A Psychophysiological Approach For Measuring Response to Messaging

Cited by 39 publications

References 53 publications

Neuroimaging Techniques in Advertising Research: Main Applications, Development, and Brain Regions and Processes

Neuroimaging Techniques in Advertising Research: Main Applications, Development, and Brain Regions and Processes

Evaluating the Perception of Socially Responsible Consumers: The Case of Products Derived from Organic Beef

Does Partisan Bias Modulate Neural Processing of Political Information? An Analysis of the Neural Correlates of Corruption and Positive Messages

Contact Info

Product

Resources

About