La efectividad de la publicidad medioambientalun análisis del recuerdo publicitario a través de la neurociencia

  1. Diego Gómez-Carmona 1
  2. Pedro Pablo Marín Dueñas 1
  3. Francisco Muñoz-Leiva 2
  4. Francisco Liébana-Cabanillas 2
  1. 1 Universidad de Cádiz, España
  2. 2 Universidad de Granada, España
Revista:
Icono14

ISSN: 1697-8293

Año de publicación: 2022

Título del ejemplar: LTE1. Ciencia Cognitiva y Neuromarketing | LTE2. Culturas digitales en las redes sociales

Volumen: 20

Número: 2

Tipo: Artículo

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Otras publicaciones en: Icono14

Resumen

Una de las variables clave a la hora de analizar la efectividad publicitaria es el recuerdo del mensaje. Un anuncio no es efectivo únicamente por captar la atención del público, sino que debe conseguir permanecer en la memoria de éste. Y de las muchas metodologías existentes, la neurociencia es la que más puede ayudar en el estudio de dicha efectividad a partir del análisis del recuerdo. Por otra parte, la preocupación medioambiental cada vez tiene una mayor relevancia social; por lo que esta investigación tratará de conocer el papel del enfoque del anuncio y la preocupación por el medio ambiente, al analizar el recuerdo provocado por los anuncios y determinar qué zonas cerebrales se activan. Para ello se implementó un experimento utilizando imágenes de resonancia magnética funcional (fMRI) y apoyado por cuestionarios sobre la actitud de 50 personas hacia los mensajes que habían visualizado. Nuestros análisis indican que los sujetos que tienen un mayor nivel de preocupación por el medio ambiente, recuerdan en mayor medida los anuncios negativos (x̄=3,1 imágenes). Más específicamente, la combinación de técnicas de autoinforme con técnicas de neuroimagen ha permitido confirmar la vinculación entre el recuerdo de mensajes negativos en sujetos preocupados por el medio, con la actividad en las regiones que anticipan un mayor recuerdo durante la codificación del mensaje, como son la amígdala (r=0,481; p<0,000) y el corteza media prefrontal (r=0,281; p<0,048).

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Fuente de los datos: Dialnet