Effectiveness assessment of maternal and neonatal health video clips in knowledge transfer using neuromarketing tools: A randomized crossover trial

Abstract

Audiovisual educational material has been used effectively as a knowledge translation strategy in patient education. Given the need to impact maternal mortality rates, 12 video clips related to maternal and neonatal health information were designed based on the results of a previous systematic review (SR). The content was formulated based on clinical practice guideline recommendations and validated following a formal consensus methodology. This study evaluated the effectiveness of knowledge transfer from the 12 video clips in terms of attention, emotional response, and recall by using neuroscience tools. In a randomized cross-over trial, 155 subjects (pregnant women, non-pregnant women, and men) received random sequences of 13 video clips, including a control video clip. Participants’ attention levels were evaluated through eye tracking, their emotional reactions were monitored by electrodermal activity and pupillary diameter, and their recall was tested via a questionnaire. An analysis was performed to evaluate differences in the groups and between the video clips and the control clip using variance analysis models that considered period, sequence, and carry-over effects. Results revealed that fixation length was greater in women than in men, while the greatest emotional effects occurred in men. All three groups had good recall results, without any significant differences between them. Although the sequencing did influence attentional processes, no carry-over effect was demonstrated. However, a differential effect was noted among video clips in all three outcomes, that is, when adjusted for group, level of education, and having had children. The control clip generated less attention, emotional reaction, and recall than the experimental video clips. The video clips about maternal and neonatal health were shown to be effective in the transference and comprehension of information. Therefore, cognitive neuroscience techniques are useful in evaluating knowledge translation strategies through audiovisual formats.

The Role of Recipient Characteristics in Health Video Communication Outcomes: Scoping Review

“…When the standard was replaced with emotion-oriented communication, health literacy did not have any statistically significant effect. In the context of maternal and neonatal health clips, results showed that the higher the level of education, the greater the information recall [ 68 ].…”

“…The emotional response to health video communication has been reported to be significantly influenced by the age and gender of the recipients. A study by Prieto-Pinto et al [ 68 ] found, by using pupillary dilatation measures, which correlates with autonomous nervous system arousal, that men tend to have a greater emotional reaction after being exposed to maternal and neonatal health video clips. In a study conducted in China that aimed to test video versus virtual reality health communications, Liu et al [ 87 ] found that the young and older population differ in positive emotions after being exposed to communication: the young individuals show a greater emotional response to virtual reality, whereas the older individuals show a greater emotional response to health video communication.…”

Physiological Correlates of Processing Health-Related Information: An Idea for the Adoption of a Foreign Field

“…New methods are not only used in testing but also in teaching health literacy, such as audio-visual educational material [ 21 ] or virtual/augmented reality via smartphones [ 22 ] overviewed in Aida et al [ 23 ] In the context of such studies, the use of neuromarketing methods as well as cognitive neuroscience can be seen as new possibilities [ 21 ]. Measuring health may refer to the measurement of general health status through general health measures, measures of physical function, pain measures, social health measures, psychological measures, quality of life measures, and specific disease measures.…”

Viewer Engagement in Response to Mixed and Uniform Emotional Content in Marketing Videos—An Electroencephalographic Study

“…They are also independent of the subjects’ opinions, claims, and imaginations, which allows for the objective evaluation of engagement levels. Although different physiological measurements, such as electrocardiography (ECG), galvanic skin responses (GSRs), electromyography (EMG), or eye movements (ET) [ 32 ], have been studied, measurements reflecting the subject’s brain activity, such as electroencephalography (EEG) and near-infrared spectroscopy (NIRS) [ 30 , 31 , 33 ], provide the most direct information about a subject’s engagement level.…”