Neuroscience and adversting. Attention, emotion and their relation with the awards received at Cannes International Advertising Awards

Frade, Alejandro Tapia; Guerra, Elena Martín; Puente, Jose Enrique

doi:10.7238/a.v0i54.2613

Cited by 8 publications

(5 citation statements)

References 2 publications

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“…For this type of study, 1 input per second is more than enough. The application calculates this measure by averaging those 36 inputs per second (Tapia et al, 2016).…”

Section: Discussionmentioning

confidence: 99%

“…It is worth noting that the unconscious interactions produced within a group when they view mass media and advertising indicate a common response to the emotional and cognitive stimuli. EDA is used extensively in the social sciences, not only for analyzing publicity and communication (Martínez et al, 2012;Tapia et al, 2016) but also for measuring anxiety or affectivity in psychiatry (Davidson, 2002).…”

Section: Instruments and Materialsmentioning

confidence: 99%

“…Tonic activity, or EDL, is one of the most helpful variables to obtain an approximate measure of attention as it determines user agitation or alteration to the exposed stimulus. High levels indicate a greater predisposition to receive, analyze, and respond to the information (Tapia et al, 2016). Phasic activity, or EDR, is produced when a triggering stimulus causes a quick psychophysiological response in the subject.…”

Section: Instruments and Materialsmentioning

confidence: 99%

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Neuromarketing Highlights in How Asperger Syndrome Youth Perceive Advertising

et al. 2020

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This study examines how advertising material and brands related to organizational communication are perceived by people with Asperger syndrome, a form of autism. The main objective of the study was to understand whether the perception of advertising differs between individuals with AS and a neurotypical population. Neuromarketing techniques were used to examine two key variables, attention and emotion, which were also measured by physiological and biometric variables. The results were compared with those of a control group from a neurotypical population; i.e., participants who had not been diagnosed with any type of developmental disorder. Commercial advertisements were the preferred material used in this research although social-themed advertisements were also included, some produced by commercial companies and others by institutional advertisers (NGOs and foundations). Qualitative techniques were also used to explain the observed phenomena. Data revealed significant differences between the two groups in their perception of advertising and organizational communication with respect to attention and emotion variables.

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“…For this type of study, 1 input per second is more than enough. The application calculates this measure by averaging those 36 inputs per second (Tapia et al, 2016).…”

Section: Discussionmentioning

confidence: 99%

Section: Instruments and Materialsmentioning

confidence: 99%

Section: Instruments and Materialsmentioning

confidence: 99%

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Neuromarketing Highlights in How Asperger Syndrome Youth Perceive Advertising

et al. 2020

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“…La selección de los participantes se ha realizado de forma aleatoria, con el único requisito de utilizar habitualmente al menos una red social. El tamaño de la muestra de 30 participantes válidos se considera adecuado para estudios experimentales que utilizan las mismas herramientas biométricas (Ekman, Freisen, y Ancoli, 1980;Vechiato, et al, 2010;Tapia Frade, et al, 2016) y, que como indican Monge-Benito y Fernández-Guerra (2011), ofrecen un margen de error del 1 %. Para la distribución de la muestra se utilizó el estudio Interactive Advertising Bureau y Elogia (2018), que define los perfiles de usuarios de redes sociales, y su composición es la siguiente: 33 % para cada rango de edad (16-30; 31-45; 46-55), con un 53 % de mujeres y un 47 % de hombres.…”

Section: Materiales Y Métodos Del Estudiounclassified

El engagement y la sorpresa en la comunicación digital de las marcas

Hidalgo¹,

Galmés-Cerezo²,

Jarrín³

2021

ADR

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Purpose: Two studies were carried out. The main objective of study 1 was to find out the emotional effects and engagement that «GIFs» communication resources provoke in users. The main objective of study 2 was to determine the implicit attitudes that participants have towards well-known brands.Design / Methodology /Approach: The first study uses a combination of biometric tools of automated observation of facial expressions, skin conductance and pupil direction to observe the emotional state that GIFs of well-known brands elicit in participants, and compare it to the effects caused by static images of the same brands. The second study uses the Implicit Association Test to observe unconscious associations related to well-known brands. Results:The results of the first study show that GIFs achieve user engagement and provoke a «feel-good-pleasure state» (Russel's Circumplex Model, 1980), but not the expected enthusiastic state. The results of the second study indicate that participants have the belief that wellknown brands are quality brands, while they do not associate this attribute with non-famous brands. The correlation found between the results of the two studies reveals that GIFs, while provoking positive emotions and generating engagement, do not achieve an enthusiastic state when brands are internalised as quality brands. Limitations / implications:The research method used has shown its usefulness in measuring user engagement in viewing GIFs using metrics such as the sign and intensity of emotion, and neuromarketing tools. The experimental study had its main limitation in not being able to observe the emotional effects generated by GIFs that allow user interaction.Originality / contribution: Well-known brands, in addition to using these innovative visual resources, have to use them in a different way to generate surprise and manage to place potential customers in the «enthusiastic emotional state» of the Circumplex Model (Russel,1980).Objetivo: Se han realizado dos estudios. El objetivo principal del estudio 1 ha sido conocer los efectos emocionales y el engagement que los recursos de comunicación «GIFs» provocan en los usuarios. Como objetivo principal del estudio 2 se ha buscado determinar las actitudes implícitas que tienen los participantes respecto a las marcas muy conocidas.Diseño metodológico: En el primer estudio se utiliza una combinación de herramientas biométricas de observación automatizada de las expresiones faciales, conductancia de la piel y dirección de la pupila, para observar el estado emocional que los GIFs de marcas renombradas provocan en los participantes, y compararlo con los efectos causados por imágenes estáticas de estas mismas marcas. El segundo estudio emplea el Test de asociación implícita para observar asociaciones inconscientes relacionadas con marcas conocidas.Resultados: Los resultados del primer estudio muestran que los GIFs consiguen el engagement de los usuarios y provocan un «estado de bienestar-placer» (Modelo Circumplejo de Russel, 1980), pero no el estado entusiasta qu...

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Section: Materiales Y Métodos Del Estudiounclassified

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2021

ADR

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http://adresearch.esic.edu Sales terms: Spain: 40 euros an issue. 60 euros annual subscription. Other countries: 50 euros an issue. 90 euros annual subscription. BIANNUAL EDITION aDResearch ESIC, International Journal of Communication Research, does not necessarily identify with the opinions and judgements of its collaborators, who are exclusively reponsible for them. Forbidden the partial or total reproduction of this magazine without citing its source. All of the articles are revised by experts.

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Neuroscience and adversting. Attention, emotion and their relation with the awards received at Cannes International Advertising Awards

Cited by 8 publications

References 2 publications

Neuromarketing Highlights in How Asperger Syndrome Youth Perceive Advertising

Neuromarketing Highlights in How Asperger Syndrome Youth Perceive Advertising

El engagement y la sorpresa en la comunicación digital de las marcas

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