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
Zeitschrift:
Icono14

ISSN: 1697-8293

Datum der Publikation: 2022

Titel der Ausgabe: LTE1. Ciencia Cognitiva y Neuromarketing | LTE2. Culturas digitales en las redes sociales

Ausgabe: 20

Nummer: 2

Art: Artikel

DIALNET GOOGLE SCHOLAR lock_openDialnet editor

Andere Publikationen in: Icono14

Zusammenfassung

Uma das variáveis-chave ao analisar a eficácia da publicidade é a recordação da mensagem. Uma publicidade não só é eficaz porque capta a atenção do público, como também deve conseguir permanecer na memória do público. E das muitas metodologias existentes, a neurociência é a que mais pode ajudar no estudo desta eficácia com base na análise da recordação. Por outro lado, as preocupações ambientais estão a tornar-se cada vez mais relevantes socialmente; por conseguinte, esta investigação tentará compreender o papel do foco da publicidade e a preocupação com o ambiente, analisando a memória provocada pela publicidade e determinando quais as áreas do cérebro que são activadas. Para tal, foi implementada uma experiência de fMRI utilizando scanners e apoiada por questionários sobre a atitude de 50 pessoas em relação às mensagens que tinham visto. As nossas análises indicam que os sujeitos que têm um maior nível de preocupação com o ambiente se lembram mais dos anúncios negativos. Mais especificamente, a combinação de técnicas de auto-relatação e neuro-imagem confirmou a ligação entre a recordação de mensagens negativas em assuntos relacionados com o ambiente e a actividade em regiões que antecipam uma maior recordação durante a codificação de mensagens, tais como a amígdala e a CMPF.

Bibliographische Referenzen

  • Aaker, Jennifer L., & Lee, Angela Y. (2001). “I” Seek Pleasures and “We” Avoid Pains: The Role of Self-Regulatory Goals in Information Processing and Persuasion. Journal of Consumer Research, 28(1).
  • Adelman, James S., & Estes, Zachary (2013). Emotion and memory: A recognition advantage for positive and negative words independent of arousal. Cognition, 129(3), 530–535. https://doi.org/10.1016/j.cognition.2013.08.014
  • Alpers, Georg W., Gerdes, Antje B. M., Lagarie, Bernardette, Tabbert, Katharina, Vaitl, Dieter, & Stark, Rudolf (2009). Attention and amygdala activity: An fMRI study with spider pictures in spider phobia. Journal of Neural Transmission, 116(6), 747–757. https://doi.org/10.1007/s00702-008-0106-8
  • Anderson, Michael L. (2005). Why is AI so scary?. Artificial Intelligence,169(2), 201-208. https://doi.org/10.1016/j.artint.2005.10.008
  • Bakalash, Tomer, & Riemer, Hila (2013). Exploring ad-elicited emotional arousal and memory for the ad using fMRI. Journal of Advertising, 42(4), 275–291. https://doi.org/10.1080/00913367.2013.768065
  • Barreto, Ana Margarida (2013). Do users look at banner ads on Facebook?. Journal of Research in Interactive Marketing, 7(2). https://doi.org/10.1108/JRIM-Mar-2012-0013
  • Benavidez, Verónica & Flores, Ramón (2019). La importancia de las emociones para la neurodidáctica. Wimb lu, 14(1), 25-53.
  • Bolls, Paul D., Lang, Annie, & Potter, Robert F. (2001). The Effects of Message Valence and Listener Arousal on Attention, Memory, and Facial Muscular Responses to Radio Advertisements. Communication Research, 28(5), 627–651. https://doi.org/10.1177/009365001028005003
  • Botzung, Anne, Rubin, David C., Miles, Amanda, Cabeza, Roberto, & LaBar, Kevin S. (2010). Mental hoop diaries: Emotional memories of a college basketball game in rival fans. Journal of Neuroscience, 30(6), 2130–2137. https://doi.org/10.1523/JNEUROSCI.2481-09.2010
  • Bradley, Margaret M., Codispoti, Maurizio, Cuthbert, Bruce N., & Lang, Peter J. (2001). Emotion and Motivation I: Defensive and Appetitive Reactions in Picture Processing. Emotion, 1(3). https://doi.org/10.1037/1528-3542.1.3.276
  • Brühl, Annette Beatrix, Viebke, Marie Caroline, Baumgartner, Thomas, Kaffenberger, Tina, & Herwig, Uwe (2011). Neural correlates of personality dimensions and affective measures during the anticipation of emotional stimuli. Brain Imaging and Behavior, 5(2), 86–96. https://doi.org/10.1007/s11682-011-9114-7
  • Dolcos, Florin, Denkova, Ekaterina, & Dolcos, Sanda (2012). Neural correlates of emotional memories: a review of evidence from brain imaging studies. Psychologia, 55(2), 80–111. https://doi.org/10.2117/psysoc.2012.80
  • Dolcos, Florin, Labar, Kevin S., & Cabeza, Roberto (2004). Dissociable effects of arousal and valence on prefrontal activity indexing emotional evaluation and subsequent memory: An event-related fMRI study. NeuroImage, 23(1), 64–74. https://doi.org/10.1016/j.neuroimage.2004.05.015
  • Dunlap, Riley E., Van Liere, Kent D., Mertig, Angela G., & Jones, Robert E. (2000). New Trends in Measuring Environmental Attitudes: Measuring Endorsement of the New Ecological Paradigm: A Revised NEP Scale. Journal of Social Issues, 56(3), 425–442. https://doi.org/10.1111/0022-4537.00176
  • Erk, Susanne, Martin, Sonja, & Walter, Henrik. (2005). Emotional context during encoding of neutral items modulates brain activation not only during encoding but also during recognition. NeuroImage, 26(3), 829–838. https://doi.org/10.1016/j.neuroimage.2005.02.045
  • Gutchess, Angela & Kensinger, Elizabeth (2018). Los mecanismos compartidos pueden respaldar los beneficios mnemónicos de la autorreferencia y la emoción. Tendencias En Ciencias Cognitivas, 22(8).
  • Haas, Brian W., & Canli, Turhan (2008). Emotional memory function, personality structure and psychopathology: A neural system approach to the identification of vulnerability markers. Brain Research Reviews, 58(1), 71–84. https://doi.org/10.1016/j.brainresrev.2007.10.014
  • Herwig, Uwa, Baumgartner, Thomas, Kaffenberger, Tina, Brühl, Aannette, Kottlow, Mara, Schreiter-Gasser, Ursula, Abler, Birgit, Jäncke, Lutz, & Rufer, Michael (2007). Modulation of anticipatory emotion and perception processing by cognitive control. NeuroImage, 37(2), 652–662. https://doi.org/10.1016/j.neuroimage.2007.05.023
  • Hull, Shawnika J., & Hong, Yangsun (2016). Sensation seeking as a moderator of gain- and loss-framed HIV-test promotion message effects. Journal of Health Communication, 21(1), 46–55. https://doi.org/10.1080/10810730.2015.1033113
  • Kensinger, Elizabeth. A., & Schacter, Daniel. L. (2006). Amygdala activity is associated with the successful encoding of item, but not source, information for positive and negative stimuli. Journal of Neuroscience, 26(9), 2564–2570. https://doi.org/10.1523/JNEUROSCI.5241-05.2006
  • Kensinger, Elizabeth A. (2009). Remembering the details: Effects of emotion. Emotion review, 1(2), 99-113. https://doi.org/10.1177/1754073908100432
  • Kensinger, Elizabeth A., & Schacter, Daniel L. (2008). Neural processes supporting young and older adults’ emotional memories. Journal of Cognitive Neuroscience, 20(7), 1161–1173. https://doi.org/10.1162/jocn.2008.20080
  • Leshner, Glenn, & Cheng, I-Huei. (2009). The effects of frame, appeal, and outcome extremity of antismoking messages on cognitive processing. Health Communication, 24(3), 219–227. https://doi.org/10.1080/10410230902804117
  • Mickley, Katherine R., & Kensinger, Elizabeth A. (2008). Emotional valence influences the neural correlates associated with remembering and knowing. Cognitive, Affective and Behavioral Neuroscience, 8(2), 143–152. https://doi.org/10.3758/CABN.8.2.143
  • Missaglia, Anna L., Oppo, Annalisa, Mauri, Maurizio, Ghiringhelli, Barbara, Ciceri, A., & Russo, Vincenzo (2017). The impact of emotions on recall: An empirical study on social ads. Journal of Consumer Behaviour, 16(5), 424–433. https://doi.org/10.1002/cb.1642
  • Mitchell, Jason P., Banaji, Mahzarin R., & Macrae, C. Neil (2005). The link between social cognition and self-referential thought in the medial prefrontal cortex. Journal of Cognitive Neuroscience, 17(8), 1306–1315. https://doi.org/10.1162/0898929055002418
  • Mostafa, Aya, Mohammed, Heba T., Hussein, Rasha, Hussein, Wafaa, Elhabiby, Mahmoud, Safwat, Wael, Labib, Sahar & Fotouh, Aisha (2018). Do pictorial health warnings on waterpipe tobacco packs matter? Recall effectiveness among Egyptian waterpipe smokers & non-smokers. PLoS One, 13(12). https://doi.org/10.1371/journal.pone.0208590
  • Muñoz-Leiva, Francisco, Hernández-Méndez, Janet, & Gómez-Carmona, Diego (2019). Measuring advertising effectiveness in Travel 2.0 websites through eye-tracking technology. Physiology and Behavior, 200, 83–95. https://doi.org/10.1016/j.physbeh.2018.03.002
  • Northoff, Georg, Schneider, Felix, Rotte, Michael, Matthiae, Christian, Tempelmann, Claus, Wiebking, Christina, Bermpohl, Felix, Heinzel, Alexander, Danos, Peter, Heinze, Hans-Jochen., Bogerts, Bernhard, Walter, Martin, & Panksepp, Jaak (2009). Differential parametric modulation of self-relatedness and emotions in different brain regions. Human Brain Mapping, 30(2), 369–382. https://doi.org/10.1002/hbm.20510
  • Poldrack, Russell A. (2007). Region of interest analysis for fMRI. Social Cognitive and Affective Neuroscience, 2(1), 67–70. https://doi.org/10.1093/scan/nsm006
  • Putrevu, Sanjay (2008). Consumer responses toward sexual and nonsexual appeals: The Influence of Involvement, Need for Cognition (NFC), and Gender. Journal of Advertising, 37(2), 57–69. https://doi.org/10.2753/JOA0091-3367370205
  • Raghunathan, Rajagopal, & Trope, Yaacov (2002). Walking the tightrope between feeling good and being accurate: Mood as a resource in processing persuasive messages. Journal of Personality and Social Psychology, 83(3), 510–525. https://doi.org/10.1037/0022-3514.83.3.510
  • Rayens, Mary Kay, Butler, Karen M., Wiggins, Amanda T., Kostygina, Ganna, Langley, Ronald E., & Hahn, Ellen J. (2016). Recall and Effectiveness of Messages Promoting Smoke-Free Policies in Rural Communities. Nicotine & Tobacco Research, 18(5), 1340–1347. https://doi.org/10.1093/ntr/ntv197
  • Ritchey, Maureen, Dolcos, Florin, & Cabeza, Roberto (2008). Role of Amygdala Connectivity in the Persistence of Emotional Memories Over Time: An Event-Related fMRI Investigation. Cerebral Cortex, 18(11), 2494–2504. https://doi.org/10.1093/cercor/bhm262
  • Ritchey, Maureen, LaBar, Kevin S., & Cabeza, Roberto (2011). Level of processing modulates the neural correlates of emotional memory formation. Journal of Cognitive Neuroscience, 23(4), 757–771. https://doi.org/10.1162/jocn.2010.21487
  • Sakaki, Michiko, Niki, Kazuhisa, & Mather, Mara (2012). Beyond arousal and valence: The importance of the biological versus social relevance of emotional stimuli. Cognitive, Affective and Behavioral Neuroscience, 12(1), 115–139. https://doi.org/10.3758/s13415-011-0062-x
  • Sánchez-Navarro, Juan Pedro, & Román, Francisco (2004). Amígdala, corteza prefrontal y especialización hemisférica en la experiencia y expresión emocional. Anales de Psicología, 20(2), 223–240.
  • Tsukiura, Takashi, & Cabeza, Roberto (2008). Orbitofrontal and hippocampal contributions to memory for face-name associations: The rewarding power of a smile. Neuropsychologia, 46(9), 2310–2319. https://doi.org/10.1016/j.neuropsychologia.2008.03.013
  • Updegraff, John A., & Rothman, Alexander J. (2013). Health Message Framing: Moderators, Mediators, and Mysteries. Social and Personality Psychology Compass, 7(9), 668–679. https://doi.org/10.1111/spc3.12056
  • Varan, Duane, Lang, Annie, Barwise, Patrick, Webe, René & Bellman, Steven (2015). How Reliable Are Neuromarketers' Measures of Advertising Effectiveness?: Data from Ongoing Research Holds No Common Truth among Vendors. Journal of advertising research, 55(2), 176-191. doi: https://10.2501/JAR-55-2-176-191
  • Venkatraman, Vinod, Dimoka, Angelika, Pavlou, Paul A., Vo, K., Hampton, William, Bollinger, Bryan, Hershfield, Hal E., Ishihara, Masakazu, & Winer, Russell S. (2015). Predicting Advertising success beyond Traditional Measures: New Insights from Neurophysiological Methods and Market Response Modeling. Journal of Marketing Research, 52(4), 436–452. https://doi.org/10.1509/jmr.13.0593
Fuente de los datos: Dialnet