scholarly journals Message framing, non-conscious perception and effectiveness in non-profit advertising. Contribution by neuromarketing research

2021 ◽  
Author(s):  
Ana C. Martinez-Levy ◽  
Dario Rossi ◽  
Giulia Cartocci ◽  
Marco Mancini ◽  
Gianluca Di Flumeri ◽  
...  
Keyword(s):  
Visual Attention ◽  
Message Framing ◽  
Emotional Reactions ◽  
Eye Tracker ◽  
Cognitive Approach ◽  
Non Profit ◽  
Cognitive Reactions ◽  
Skin Response ◽  
Personal Attitudes ◽  
The Impact

AbstractAdvertising for non-profit organizations through television commercials is a valuable means of communication to raise awareness and receive donations. When it comes to social aspects, personal attitudes such as empathy are significant for reinforcing the intention to donate; and the study of eliciting emotions has critical attention in the literature, especially some types of emotion, such as guilt which mediates empathy. Different methodologies have been used to measure consumer emotions when faced with TV ads stimuli: mainly traditional techniques such as interviews or questionnaires after the ads viewing. In the last ten years, there has also been a great interest in new neuroscience techniques applied to measure emotional and cognitive reactions by physiological signals, frame by frame. Our research has applied neuromarketing technologies during the observation of a UNHCR commercial promoting legacy calls. The objective was to study cognitive and emotional reactions in order to increase the effectiveness whilst having the possibility to verify the results by measuring the benefits in terms of calls from contributors. The purpose of this research is to empirically prove the impact in calls thanks to changes in the message framing strategy in non-profit advertising suggested and measured by neuromarketing techniques. Particularly we measured the cerebral activity through an electroencephalogram to obtain an Approach-Withdrawal Index (AW); the heart rate and galvanic skin response through different sensors in the palm of one hand, to obtain an Emotional Index (EI), and finally, eye fixations through an eye tracker device to obtain the visual attention on key visual areas of the ads. After these indicators’ recordings on a sample of subjects, some suggestions to modify the advertising were made to create a more effective campaign. The results compared, those elicited by the first version of the spot (LVE) and those by the second version (HVE), confirmed that (1) the number of sellable and legacy calls increased with the message framing strategy modified in the second spot (HVE), (2) a lower cognitive and emotional reactions have been obtained in the final section of HVE, (3) the visual attention on the key information of the phone number to call, in the final call to action frames(CTA), was higher in HVE than in the first version of the spot (LVE), (4) the cognitive approach increased during the same CTA frames in HVE.

scholarly journals Does message framing matter for promoting the use of nutritional warnings in decision making?

2019 ◽  
Vol 22 (16) ◽  
pp. 3025-3034 ◽  
Author(s):  
Gabriela Vidal ◽  
Leandro Machín ◽  
Jessica Aschemann-Witzel ◽  
Gastón Ares
Keyword(s):  
Visual Attention ◽  
Message Framing ◽  
Choice Task ◽  
Control Group ◽  
Minor Effect ◽  
Eye Tracker ◽  
Convenience Sample ◽  
Average Percentage ◽  
Nutrition Messages ◽  
The Impact

AbstractObjective:To evaluate the impact of message framing on attitudes towards messages aimed at promoting the use of nutritional warnings, behavioural intention and actual behaviour, evaluated through visual attention to nutritional warnings and the choice of a snack product during a real choice task.Design:Following a between-subjects design, participants were exposed to loss-framed nutrition messages, gain-framed nutrition messages or non-nutrition-related messages (control group). After evaluating the messages, participants were asked to select a snack product as a compensation for their participation. The experiment was conducted using an eye tracker.Setting:Montevideo (Uruguay).Participants:Convenience sample of 201 people (18–51 years old, 58 % female).Results:The average percentage of participants who fixated their gaze on the nutritional warnings during the choice task was slightly but significantly higher for participants who attended to nutrition messages (regardless of their framing) compared with the control group. Participants who attended to loss-framed messages fixated their gaze on the warnings for the longest period of time. In addition, the healthfulness of the snack choices was higher for participants exposed to nutrition-related messages compared with the control group.Conclusions:Results from the present work suggest that nutrition messages aimed at increasing awareness of nutritional warnings may increase consumers’ visual attention and encourage more heathful choices. The framing of the messages only had a minor effect on their efficacy.

scholarly journals Eye-Tracker Study of Influence of Affective Disruptive Content on User’s Visual Attention and Emotional State

Sensors ◽  
2022 ◽  
Vol 22 (2) ◽  
pp. 547
Author(s):  
Anna Lewandowska ◽  
Izabela Rejer ◽  
Kamil Bortko ◽  
Jarosław Jankowski
Keyword(s):  
Visual Attention ◽  
Cognitive Processes ◽  
Cognitive Process ◽  
Emotional State ◽  
Negative Impact ◽  
Emotional Content ◽  
Eye Tracker ◽  
Text Reading ◽  
The Impact ◽  
Positive Content

When reading interesting content or searching for information on a website, the appearance of a pop-up advertisement in the middle of the screen is perceived as irritating by a recipient. Interrupted cognitive processes are considered unwanted by the user but desired by advertising providers. Diverting visual attention away from the main content is intended to focus the user on the appeared disruptive content. Is the attempt to reach the user by any means justified? In this study, we examined the impact of pop-up emotional content on user reactions. For this purpose, a cognitive experiment was designed where a text-reading task was interrupted by two types of affective pictures: positive and negative ones. To measure the changes in user reactions, an eye-tracker (for analysis of eye movements and changes in gaze points) and an iMotion Platform (for analysis of face muscles’ movements) were used. The results confirm the impact of the type of emotional content on users’ reactions during cognitive process interruptions and indicate that the negative impact of cognitive process interruptions on the user can be reduced. The negative content evoked lower cognitive load, narrower visual attention, and lower irritation compared to positive content. These results offer insight on how to provide more efficient Internet advertising.

Sponsorship Information Reception and Processing: Explicit and Implicit Memory of In-Game Advertising

2018 ◽  
Vol 46 (6) ◽  
pp. 935-952 ◽  
Author(s):  
Choong Hoon Lim ◽  
Youngjin Hur ◽  
Song Mi Song
Keyword(s):  
Visual Attention ◽  
Implicit Memory ◽  
Explicit Memory ◽  
Mediating Effect ◽  
Future Research ◽  
Eye Tracker ◽  
Soccer Match ◽  
Dynamic Mechanisms ◽  
Sports Events ◽  
The Impact

Researchers have attempted to identify the impact of sponsors' advertising on spectators at sports events, but it is necessary to understand the dynamic mechanisms of the effect of advertising on signboards at these events. Thus, our primary purpose was to investigate the effects of emotion on spectators' implicit/explicit memory of sponsors' advertising. Further, we examined how visual attention can mediate the effects of emotion on explicit/implicit memory. We asked 81 undergraduates to watch an edited soccer match while wearing an eye tracker in order to examine their visual attention. The results showed that their visual attention to sponsor signage significantly varied as a function of both their pleasure and arousal, and visual attention significantly influenced their explicit memory, but not their implicit memory. We also found a full mediating effect of visual attention between pleasure and explicit memory, and a partial mediating effect of visual attention between arousal and explicit memory. Results are discussed, along with the limitations and scope for future research.

The Therapist’s Reaction to a Patient’s Suicide

Crisis ◽  
2011 ◽  
Vol 32 (2) ◽  
pp. 99-105 ◽  
Author(s):  
Friedrich Martin Wurst ◽  
Isabella Kunz ◽  
Gregory Skipper ◽  
Manfred Wolfersdorf ◽  
Karl H. Beine ◽  
...  
Keyword(s):  
Emotional Responses ◽  
Well Being ◽  
Emotional Reaction ◽  
Emotional Reactions ◽  
Analog Scale ◽  
General Hospitals ◽  
Item Questionnaire ◽  
Retrospective Nature ◽  
The Impact ◽  
Over Time

Background: A substantial proportion of therapists experience the loss of a patient to suicide at some point during their professional life. Aims: To assess (1) the impact of a patient’s suicide on therapists distress and well-being over time, (2) which factors contribute to the reaction, and (3) which subgroup might need special interventions in the aftermath of suicide. Methods: A 63-item questionnaire was sent to all 185 Psychiatric Clinics at General Hospitals in Germany. The emotional reaction of therapists to patient’s suicide was measured immediately, after 2 weeks, and after 6 months. Results: Three out of ten therapists suffer from severe distress after a patients’ suicide. The item “overall distress” immediately after the suicide predicts emotional reactions and changes in behavior. The emotional responses immediately after the suicide explained 43.5% of the variance of total distress in a regression analysis. Limitations: The retrospective nature of the study is its primary limitation. Conclusions: Our data suggest that identifying the severely distressed subgroup could be done using a visual analog scale for overall distress. As a consequence, more specific and intensified help could be provided to these professionals.

МАРКЕТИНГОВІ АСПЕКТИ ФУНКЦІОНУВАННЯ ЛІТЕРАТУРНИХ КОНКУРСІВ ТА ПРЕМІЙ

2020 ◽  
pp. 90
Author(s):  
O. Bondar
Keyword(s):  
Publishing House ◽  
Target Audience ◽  
Point Of View ◽  
Information Support ◽  
Literary Field ◽  
Non Profit ◽  
Functional Aspects ◽  
The Media ◽  
Literary Prizes ◽  
The Impact

<p><em>In this study, I have collected and summarized the functional aspects of a literary prize, contest, and rating, which indicate their affiliation with the marketing complex of the publishing house for the first time. For this purpose, I have analyzed and summarized the common concepts of the functioning of literary prizes and contests as advertising tools for publishing activity. Because the previous studies are only focused on the fact of the impact of the prize on the promotion of editions but do not explain it, these aspects have been considered and introduced by me from the book production’s point of view. I investigated that the prizes and the contests in the literary field are effective marketing tools, which meet many publisher’s needs at the same time and can be considered a non-profit form of capital. I have reviewed the works of other authors, who accept that the economic success of the book is rising if the author is a winner of the literary prize or contest. I have found out that the book prize activates the demand for the book, and the literary contest is a tool to track the reader’s reaction to a future publication. In this way, literary prizes and contests can be considered as a way of conducting a marketing dialogue with the target audience. I have focused on the information support of literary national and international prizes and contests by the media, which attracts attention to the book and forms the reader’s interest. The literary prizes and contests are also considered as a way of exploring trends and their changes, familiarization the popular genres among the target audience and fixation the current choice of modern readers. Literary prizes and contests motivate the authors to improve their literary excellence, are the source of new authors and works, and assist in increasing sales of books. However, further research is recommended.</em></p><strong><em>Key words:</em></strong><em> book prize, book rating, literary contest, literary prize, functions of the literary prizes.</em>

Here there Be Tygers: Profit, Non-profit, and Loss in the Age of Disintermediation

1997 ◽  
Vol 22 (3) ◽  
Author(s):  
Michael Jensen
Keyword(s):  
Eastern Europe ◽  
Social Institutions ◽  
Scholarly Publishing ◽  
The Political ◽  
Quality Information ◽  
High Quality ◽  
Non Profit ◽  
High Quality Information ◽  
Europe De L’Est ◽  
The Impact

Abstract: Scholarly publishing and access to high-quality information may in fact be threatened, rather than improved, by the revolution in communications, particularly in a fully commercial Internet. The effects of the political revolution in Eastern Europe on scholarship and quality publishing are used as a touchstone of the dangers that occur when naïve revolutionaries make swift changes without fully recognizing the impact upon delicately balanced social institutions such as non-profit organizations. Résumé: La révolution en communications, particulièrement en ce qui regarde un Internet commercialisé, plutôt que d'améliorer l'édition savante et l'accès à de l'information de haute qualité, pourrait en fait poser une menace pour ceux-ci. Cet article examine comment la révolution politique en Europe de l'Est a influé sur la recherche et l'édition de qualité. Il utilise cet exemple pour examiner les dangers que peuvent courir certains révolutionnaires naïfs quand ils instaurent des changements rapides san songer à leur impact sur des institutions sociales à équilibre délicat comme les organisations à but non lucratif.

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