Attentional and emotional brain response to message framing in context of green marketing

Abstract

Background Message framing plays an important role in advertising strategies and has been studied from various perspectives in different behavioral studies. New method This study employs the event-related potential technique to examine attentional and emotional brain processing as influenced by message framing in the context of green marketing. Results The behavioral results demonstrated that purchase preference was higher under positive framing compared to negative and neutral framing. As per the event-related potential results, negative framing elicited a larger P1 component, which reveals that in the first stage of processing information, threatening information attracted more attention. In the second and third stage, N170 and P3, respectively, were higher for positive framing, demonstrating that there was more attention toward the processing of non-threatening emotional information. Comparison with existing method: Message Framing has been previously examined with behavioral methods. We for the first time examined it with a neuroscientific method like Event Related Brain Potential technique in a green marketing context. Conclusion Our results compared to behavioral studies provide stronger evidence from underlying neural perspective for how message framing can be affected by attentional and emotional brain responses in the context of green marketing.

Greening crowdfunding campaigns: an investigation of message framing and effective communication strategies for funding success

“…Using positive or negative frames, campaign goals are presented to focus attention on either the potential of the entrepreneurial project to provide environmental benefits (a positive frame) or its potential to reduce environmental loss (a negative frame). Message framing has been studied from various perspectives and in different promotional scenarios, including advertising for bank credit cards, mortgages, charitable giving, transport and consumer products (Avineri and Owen, 2013; Chang and Lee, 2009; Das et al , 2008; Dobson and Poels, 2020; Hauff et al , 2014; Nabi et al , 2018; Olsen et al , 2014; Song et al , 2019; Zubair et al , 2020). Nevertheless, research on positive versus negative framing messages within the context of funding activities of green entrepreneurs is limited (Pan et al , 2020; Xu and Huang, 2020), as is research on its application in crowdfunding campaigns.…”

Green Product Types Modulate Green Consumption in the Gain and Loss Framings: An Event-Related Potential Study

“…The P260 and P3 were measured as the mean amplitude within the time window of 210–280 ms and 315–415 ms, respectively. According to the topographical distribution and previous studies suggesting that P3 is a central-parietal component [ 38 , 39 ], the P3 was calculated across nine electrode sites in the central-parietal region (CP3, CPz, CP4, P3, Pz, P4, PO3, POz, and PO4). Based on the topographical distribution of each ERP component and previous literature [ 40 , 42 , 56 ], P260 statistics were reported across 10 electrode sites in the central-parietal region (CP1, CP3, CPz, CP2, CP4, P1, P3, Pz, P2, and P4).…”

“…Hence, we conducted an ERP study to examine how green consumption behaviors under gain and loss framings were affected by green product type from a neurological perspective (see Table 2 about the related research on neuromarketing integration). Previous ERP studies on green consumption and social decision-making have mainly examined two components of ERP: P260 and P3 [ 37 , 38 , 39 , 40 ]. P260 is a positive visual component that peaks during 200–300 ms after stimulus presentation, while considered a dilemma-induced conflict and social emotion [ 41 , 42 ].…”

Identifying the Effective Psychologically Motivational Factors in Neuromarketing: A Systematic Review

“…(2015),Kaklauskas et al (2019),Cartocci et al (2016), Alonso DosSantos et al (2017),Levrini et al (2019),Zubair et al (2020).,Bettiga et al (2020) Sadness, anger, confusion, fear, and shock are considered negative emotions in ads. Studies have shown that negative emotions have a positive effect on the effectiveness of advertising.Negative emotionsZhou et al (2018),Venkatraman et al (2015),Vecchiato et al (2012),Kaklauskas et al (2019) …”

“…Studies have shown that having a structure based on storytelling increases the positive effects of the ad Gordon et al (2018),Yang et al (2015),Li (2019) ,. Gonzalez_Morales (2020), Mateusz (2018)Zubair et al (2020),Bettiga et al (2020),…”