An EEG Study on Emotional Intelligence and Advertising Message Effectiveness

Ciorciari, Joseph; Pfeifer, Jeffrey E.; Gountas, John

doi:10.3390/bs9080088

Cited by 10 publications

(5 citation statements)

References 79 publications

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“…The analysis of the world literature on the applicability of EEG signal measurements in the reception of advertising messages, as well as our own previous studies [ 56 , 57 , 58 , 60 , 94 , 95 , 96 , 97 , 98 ] confirm the correctness of the adopted research direction. Reaching and analyzing the brain response to the specific stimuli (in this case, scenes shown in public service advertisements) may bring measurable benefits to the entire health care system.…”

Section: Cognitive Neuroscience Methods In the Study On Advertising Messagessupporting

confidence: 72%

Cognitive Neuroscience Methods in Enhancing Health Literacy

Piwowarski

Gadomska–Lila

Nermend

2021

IJERPH

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The aim of the article is to identify the usefulness of cognitive neuroscience methods in assessing the effectiveness of social advertising and constructing messages referring to the generally understood health promotion, which is to contribute to the development of health awareness, and hence to health literacy. The presented research has also proven useful in the field of managing the processes that improve the communication between the organization and its environment. The researchers experimentally applied cognitive neuroscience methods, mainly EEG measurements, including a metric which is one of the most frequently used to measure the reception of advertising messages, i.e., frontal asymmetry. The purpose of the study was to test cognitive responses as expressed by neural indices (memorization, interest) to the reception of an advertisement for the construction of a hospice for adults. For comparative purposes, a questionnaire survey was also conducted. The research findings have confirmed that there are significant differences in remembering the advertisement in question by different groups of recipients (women/men). They also indicate a different level of interest in the advertisement, which may result from different preferences of the recipients concerning the nature of ads. The obtained results contribute to a better understanding of how to design advertising messages concerning health, so that they increase the awareness of the recipients’ responsibility for their own health and induce specific behavior patterns aimed at supporting health-related initiatives, e.g., donating funds for building hospices or performing preventive tests. In this respect, the study findings help improve the organizations’ communication with their environment, thus enhancing their performance. The study has also confirmed the potential and innovativeness of cognitive neuroscience methods as well as their considerable possibilities for application in this field.

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Section: Cognitive Neuroscience Methods In the Study On Advertising Messagessupporting

confidence: 72%

Cognitive Neuroscience Methods in Enhancing Health Literacy

Piwowarski

Gadomska–Lila

Nermend

2021

IJERPH

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“…In contrast, neuroscientific techniques help to obtain relatively more objective and quantitative information because they require neither an active, conscious response from participants (Telpaz et al, 2015) nor cognitive processes (Harris et al, 2018; Poels & Dewitte, 2006). Therefore, neuroscience contributes to different neuroscientific and physiological research techniques with the aim of detecting changes in neuronal electrical or metabolic activity (Verhulst et al, 2019) and identifying cognitive and affective processes (Ciorciari et al, 2019).…”

Section: Methodsmentioning

confidence: 99%

Framing, risk perception and social health campaigns: A neuroscientific analysis

Lores

Crespo‐Tejero

Fernández‐Hernández

et al. 2023

J of Consumer Behaviour

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Health authorities have widely used social health campaigns to improve the attitudes and healthy behaviours of the population. During the COVID‐19 pandemic, they became an essential tool in increasing compliance with health measures, especially among the young population, a particularly reluctant group. The aim of this study was to analyse the effectiveness of different campaigns in improving young people's intention to change their behaviour towards compliance with health measures. For this purpose, an experimental study was conducted using neurophysiological tools (electroencephalogram and galvanic skin response) as well as self‐reported data from a questionnaire. The experiment analysed three health campaigns with different narrative frames and emotions in the messages. The results showed different degrees of persuasive effectiveness depending on the framing, emotions used, and level of intensity of such emotions. Overall, it was concluded that negative framing strategies and high levels of intensity worked effectively. The influence of the perceived risk declared by the participants on the impact of the different campaigns was also analysed. In this case, for the most difficult target to activate, subjects with low perceived risk, negative and low‐intensity framing strategies were revealed to be the most effective. Implications for the design of campaigns were derived, and limitations and future lines of research were addressed.

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“…Teori perilaku terencana menjelaskan bagaimana memprediksi perilaku yang tidak sepenuhnya dikendalikan oleh keinginan individu [5]. Menurut teori perilaku terencana, niat merupakan faktor yang mempengaruhi perilaku seseorang [6]. Tiga faktor penentu yang berbeda secara konseptual mempengaruhi niat: sikap, norma subyektif, dan kontrol perilaku yang dirasakan.…”

Section: Pendahuluanunclassified

Pengaruh Emotional Marketing dan Perceived Ease of Use terhadap Donation Intention melalui Digital Payment

Nurjannah

Hendrawan

2023

INFEB

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LAZISMU is one of the zakat institutions that manages donations from all over Indonesia and implements donations through digital payments. This study aims to examine how Emotional marketing and Perceived ease of use affect Donation intention through Digital payment at LAZISMU. This study uses a quantitative method with data collection using the Likert scale method and primary data from respondents collected by distributing questionnaires to respondents via google form. The population of this study are donors who intend to make donations at LAZISMU Yogyakarta area through digital payment. Using purposive sampling method, this study used 100 donors as a sample of respondents. Data analysis techniques through the IBM SPSS statistical 26 programme using the Coefficient of Determination test, multiple regression test and hypothesis testing. The results of this study indicate that first, Emotional marketing has a positive and significant effect on donation intention with a coefficient value of 0.115 and a significance of 0.010 which is smaller than 0.05. Second, Perceived ease of use is proven to have an effect on donation intention at LAZISMU, as evidenced by the coefficient value of 0.565 and a significance of 0.000 which is smaller than 0.05 and this study emotional marketing and Perceived ease of use, are able to explain 49.7% of the influence on the dependent variable, namely donation intention. So from the results of multiple regression tests and hypothesis testing it can be seen that the results of this study indicate that emotional marketing and Perceived ease of use have a significant effect on donation intention.

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An EEG Study on Emotional Intelligence and Advertising Message Effectiveness

Cited by 10 publications

References 79 publications

Cognitive Neuroscience Methods in Enhancing Health Literacy

Cognitive Neuroscience Methods in Enhancing Health Literacy

Framing, risk perception and social health campaigns: A neuroscientific analysis

Pengaruh Emotional Marketing dan Perceived Ease of Use terhadap Donation Intention melalui Digital Payment

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