A large number of scholars have conducted detailed studies on the effectiveness of commercial advertising by using neuroimaging methods, but only a few scholars have used this method to study the effectiveness of public service announcements (PSAs). To research the relationship between the effectiveness of PSAs and the audience’s implicit awareness, functional near-infrared spectroscopy (fNIRS) was employed to record the neural activity data of participants in this study. The results showed that there was a correlation between activation of dorsolateral prefrontal cortex (dlPFC) and the effectiveness of PSAs; The activation of the dlPFC could also be used as an indicator to represent the appeal of advertising content. The results means that neuroimaging tool can also be used to investigate the effectiveness of PSAs, not just commercial advertisements and a few PSAs study, and that neural activity can predict and improve the effectiveness of PSAs before they are released.

PurposeThe purpose of this study is to examine how risks and benefits affect users’ privacy-related decision-making processes.Design/methods/approachThis study collected and analyzed the neural activity processes of users’ privacy-related decisions when faced with personalized services with different risks and benefits through an ERP experiment that included 40 participants.Findings/resultsThe findings show that users subconsciously categorize personalized services based on benefit; Privacy calculus affects privacy decision by influencing the allocation of cognitive resources for personalized service, and the scarcity of cognitive resources increases the degree of privacy disclosure; Emotional change in privacy decision is the result of many factors, not the result of privacy risk alone.Originality/DiscussionThis study provides a new perspective to explain the process of privacy decision-making, and a new approach to investigate the privacy paradox.