The impact of emotions on recall: An empirical study on social ads

Abstract

Emotions are a complex phenomenon that entails a tricky problem regarding the measurement. To partially overcome this question, we assess emotions both using self‐report and measures commonly used in neuromarketing. This study assesses the accuracy of the recall after 4 months regarding two social advertising videos about female genital mutilation. Forty female participants were recruited. The skin conductance trend of the participants is different when viewing the two videos. The majority of participants (94.9%) reported that the two videos elicited different emotions (sadness for the first video and anger for the second one). Furthermore, according to arousal and valence model, these data are consistent with the literature that underlines the importance of psychophysiological indexes in measuring emotions and their associations with memory performances.

Do negative emotions in social advertising really work? Confrontation of classic vs. EEG reaction toward advertising that promotes safe driving

“…For this purpose, different tools have been used: skin conductance and heart rate [64,65], electromyography [2,66], facial expressions analysis [67,68], eye-tracking [65,69] and electroencephalography (event-related potentials) [23,70]. In most cases, psychophysiological measures were used in addition to questionnaires [2,64,66,67] or interviews [68]. Their purpose was to analyze behavioral changes, to assess and recognize emotional responses, and to predict the effectiveness of social ads.…”

“…A social campaign is a persuasive message that aims to change attitudes or behavior in order to improve the welfare of individuals and society [1,2]. Social campaigns attempt to communicate positive ideas and practices via mass media, social media and interpersonal communication (e.g.…”

Technological advancements and opportunities in Neuromarketing: a systematic review

“…Sometimes Neuromarketing is observed dealing with advertisement of different purposes, such as social advertisements or gender-related advertisements. The application of Neuromarketing in social advertisement is to predict the success of these ads to reach its messages to the targeted social groups [45,49,69]. Chen et al [49] experimented on the neural response of adolescent audiences while they are exposed to e-cigarette commercials.…”

“…Gender plays a substantial role in advertisement industry from celebrity endorsement to gender-targeted marketing. Missaglia et al [69] conducted a research on fast marketed consumer goods (FMCG) advertisements with celebrity vs. non-celebrity female spokesperson. Casado-Aranda et al [50] worked on gender-targeted advertisements using congruent vs. incongruent product-voice combination.…”

Consumer Behavior Research: Theoretical and Methodological Paradigms Trending

“…Emotions have become key to understand why some marketing messages are more impactful than others are. For example, in the recall of social ads (Missaglia, Oppo, & Mauri, 2017), how certain emotions can promote certain behaviors such as feeling powerful and increased savings in the bank (Garbinsky, Klesse, & Aaker, 2014) or determining female consumer emotions when considering garments to size (Kasambala, Kempen, & Pandarum, 2016).…”