Essays in psycho-physiological measures of consumers’ emotional responses to tourism advertising

2017 ◽  
Author(s):  
Shanshi Li
Keyword(s):  
Emotional Responses ◽  
Physiological Measures ◽  
Tourism Advertising

The role of musical priming in brand recall

2019 ◽  
Vol 32 (5) ◽  
pp. 1112-1131 ◽  
Author(s):  
Gabriel Levrini ◽  
Cristian Luis Schaeffer ◽  
Walter Nique
Keyword(s):  
Emotional Response ◽  
Emotional Responses ◽  
Total Sample ◽  
Cognitive Effort ◽  
Self Report ◽  
Physiological Measures ◽  
Priming Effects ◽  
Content Type ◽  
Brand Recall ◽  
Online Sales

Purpose The purpose of this paper is twofold: first, to analyze whether musical priming induces greater recall of brands and, second, to study the emotional priming effects of music, in comparison with non-emotional music, including gender comparison. Design/methodology/approach Through the utilization of neuromarketing tools and protocols (quantitative and qualitative), the study explores facial eltromyography (EMG) capabilities and skin conductance responses (SCR) measuring consumers’ emotional responses. Findings The findings show that at least, 40 percent of the total sample recognized a musical priming effect. The study measures the emotional response to musical priming as positive. Emotional video recognition was much higher in females. Both the self-report and physiological measures support the notion that emotional background music can elicit emotional responses in consumers. Research limitations/implications The research measured emotional response to musical priming without testing how these responses influence consumers’ attention and overall behavior. Practical implications The five senses, especially hearing, play an important role in the purchasing decision process and in the individual customer experience. People become aware of the products and brands that surround them and make their choice. In terms of digital trading activities and online sales, increasing physiological understanding of musical priming reactions may mean that, for companies, selling low-end online goods may be economically worthwhile to cooperate with platforms such as Spotify or iTunes to select individual users. Social implications More research is needed in priming process techniques in order to better understand how primes activate knowledge in the consumer’s mind. Understanding this process will inform marketers how close a prime needs to be to a target to have an effective influence, as well as when marketers should be concerned about negative priming effects. Originality/value At the best of our knowledge, it is the first time that music priming is analyzed in terms of self-report and physiological measures From the measurement’s perspective, the results reaffirm that physiological and self-report measures capture different levels of information. While SCR and EMG capture real-time subconscious responses, MAN scale self-report data provide information regarding how cognitive effort, in terms of intensity and valence, affects brand recall.

Emotional Appeals in Tourism TV Commercials: A Psycho-Physiological Study

2019 ◽  
Vol 43 (6) ◽  
pp. 783-806 ◽  
Author(s):  
Shanshi Li
Keyword(s):  
Emotional Responses ◽  
Self Report ◽  
Tourism Advertising ◽  
Emotional Appeal ◽  
Emotional Appeals ◽  
Different Types ◽  
Report Data ◽  
Self Report Data ◽  
Tv Commercials ◽  
Practical Implications

This study adopts psycho-physiological techniques to examine the impacts of different types of emotional appeals (used in tourism TV commercials) on consumers’ emotional and evaluative responses. A total of 101 participants were exposed to 18 existing tourism TVCs while their psycho-physiological and self-report data were collected. Findings suggest that emotional appeals in tourism advertising should not be considered as homogeneous. Specifically, different types of emotional appeals in tourism TVCs can be discriminated based on their ability to evoke emotional responses. More important, the results of this article have advanced the general theories addressing the effects of ad-evoked emotions on advertising effects and concluded that the role ad-evoked emotion plays in generating consumers’ emotional and evaluative responses depended on the type of emotional appeal used. Methodological, theoretical, and practical implications of this study are discussed.

A Comparative Analysis of Self-Report and Psychophysiological Measures of Emotion in the Context of Tourism Advertising

2017 ◽  
Vol 57 (8) ◽  
pp. 1078-1092 ◽  
Author(s):  
Shanshi Li ◽  
Gabby Walters ◽  
Jan Packer ◽  
Noel Scott
Keyword(s):  
Measurement Techniques ◽  
Emotional Responses ◽  
Self Report ◽  
Advertising Effectiveness ◽  
Reliable Measurement ◽  
Psychophysiological Measures ◽  
Tourism Advertising ◽  
Report Data ◽  
Self Report Data ◽  
The Relationship

This study investigates the influence of emotional responses evoked by destination television advertisements on three common variables of interest when assessing tourism advertising effectiveness: attitude toward the advertisement, postexposure destination attitude and visit intention. In particular, this study used a combination of self-report and psychophysiological measures of emotion and explored the consistency between these two measurement techniques. A total of 101 participants were exposed to 18 existing destination commercials while their real-time psychophysiological responses and self-report data were collected. The results show that the influence of ad-evoked emotions on tourism advertising effectiveness varied according to the way emotion was measured. The effects of pleasure on tourism advertising effectiveness were much weaker when pleasure was measured physiologically than when self-report measures were used. Physiological arousal, however, was not found to be a significant indicator of advertising effectiveness. The results highlight the importance of valid and reliable measurement of emotion and raise concern over the possible overestimation of the relationship between self-reported emotional responses and advertising effectiveness.

scholarly journals A Virtual Reality Game to Assess OCD Symptoms

2021 ◽  
Vol 11 ◽  
Author(s):  
Martine J. van Bennekom ◽  
Pelle P. de Koning ◽  
Martin J. Gevonden ◽  
M. Soemiati Kasanmoentalib ◽  
Damiaan Denys
Keyword(s):  
Virtual Reality ◽  
Emotional Responses ◽  
Healthy Controls ◽  
Physiological Measures ◽  
Obsessive Compulsive ◽  
Clinical Trial Registry ◽  
Compulsive Disorder ◽  
Trial Register ◽  
Private Domain ◽  
Baseline Difference

Background: Symptoms of obsessive-compulsive disorder (OCD) are often underreported by patients and mainly triggered in the patients private domain, making it harder for clinicians to recognize OCD. Virtual reality (VR) can be used to assess OCD symptoms in the clinician's office. We developed a VR game in order to provoke subjective and physiological OCD symptoms. We hypothesize that (1) the VR game provokes more OCD symptoms in patients compared to healthy controls, (2) performing virtual compulsions leads to a reduction in emotional responses in OCD patients and that (3) the severity of VR game provoked symptoms correlates with severity of OCD symptoms.Methods: Participants played the VR game on a laptop while physiological measures were recorded simultaneously. We measured emotional responses, virtual compulsions and physiological arousal in response to our VR game in 26 OCD patients and 26 healthy controls. We determined correlations between emotional responses, virtual compulsions and OCD severity.Results: We found higher levels of VR-provoked anxiety (U = 179.5, p = 0.004) and virtual compulsions in OCD patients compared to healthy controls (p = 0.001). There was a significant reduction in emotional responses after performing virtual compulsions in the OCD patients. The emotional responses and virtual compulsions did not correlate significantly with Y-BOCS scores. A baseline difference between patients and healthy controls was found in heart rate variability (HRV), but no significant change in HRV, heartrate and skin conductance was found during the VR gameConclusions: Our study clearly shows our OCD VR game is capable of provoking more anxiety and virtual compulsions in patients with OCD compared to healthy controls. Providing a direct patient-rated measurement in the clinicians room, the VR game could help in assessing core OCD symptoms and recognizing OCD.Clinical Trial Registry Number: Netherlands Trial Register NTR5935.

Effects of Display Characteristics on Presence and Emotional Responses of Game Players

2015 ◽  
pp. 130-145 ◽  
Author(s):  
Zhiming Wu ◽  
Tao Lin ◽  
Ningjiu Tang ◽  
Shaomei Wu
Keyword(s):  
Visual Angle ◽  
Emotional Responses ◽  
Physiological Measures ◽  
Screen Size ◽  
Large Displays ◽  
Large Screen ◽  
Sense Of Presence ◽  
Large Display ◽  
Game Players ◽  
Player Experiences

Large displays are becoming ubiquitous and one important property of large displays is that they afford larger visual angles and physically larger screen sizes. However, there has been little investigation of the effects of large displays on users; furthermore, few studies have employed physiological measures, nor isolated the effects on presence and emotional responses of large visual angle and physically large screen size. This study, then, examines specifically the effects of these two properties of large displays on presence and emotional responses, using physiological as well as subjective methods. The results indicate that the larger visual angle offered by a large display can increase the sense of presence, engagement, and emotional responses when players are playing games. More interestingly, the physically larger sizes offered by a large display seem to also be able to affect these player experiences, even at identical visual angles with small displays.

scholarly journals The effect of augmented reality versus traditional advertising: a comparison between neurophysiological and self-reported measures

2021 ◽  
Author(s):  
Rumen Pozharliev ◽  
Matteo De Angelis ◽  
Dario Rossi
Keyword(s):  
Augmented Reality ◽  
Willingness To Pay ◽  
Emotional Responses ◽  
Customer Segmentation ◽  
Processing Fluency ◽  
Physiological Measures ◽  
Affect Intensity ◽  
Skin Response ◽  
Standard Paper ◽  
Affective Intensity

AbstractDespite the growing application of augmented reality in advertising, there is limited understanding about how customers respond to their interaction with the augmented reality advertising and how it differs from a standard paper-based advertising. Augmented reality ads are immersive, interactive, and lifelike, which means they may help companies create an emotional connection with their customers. The authors test if customers would respond in terms of emotional and affective intensity differently to augmented reality versus standard paper-based advertising. The results of two laboratory studies that consider physiological measures of arousal (galvanic skin response), self-reported measure of affect intensity and willingness to pay show that the higher willingness to pay for customers exposed to augmented reality as opposed to standard paper-based ads is driven by the physiological arousal, but not by the self-reported affect intensity and that processing fluency possibly underlies consumer’s enhanced emotional responses toward AR. These results suggest that replacing traditional advertisements with augmented reality advertisements enhances customer physiological responses and willingness to pay, with possible implications on customer segmentation and marketing communication.

scholarly journals Emotional responses towards food packaging: A joint application of self-report and physiological measures of emotion

2015 ◽  
Vol 42 ◽  
pp. 48-55 ◽  
Author(s):  
Lewis Xinwei Liao ◽  
Armando Maria Corsi ◽  
Polymeros Chrysochou ◽  
Larry Lockshin
Keyword(s):  
Food Packaging ◽  
Emotional Responses ◽  
Self Report ◽  
Physiological Measures ◽  
Joint Application

Exploring the Effects of Display Characteristics on Presence and Emotional Responses of Game Players

2013 ◽  
Vol 9 (1) ◽  
pp. 50-63
Author(s):  
Tao Lin ◽  
Zhiming Wu ◽  
Ningjiu Tang ◽  
Shaomei Wu
Keyword(s):  
Visual Angle ◽  
Emotional Responses ◽  
Physiological Measures ◽  
Screen Size ◽  
Large Displays ◽  
Large Screen ◽  
Sense Of Presence ◽  
Large Display ◽  
Game Players ◽  
Player Experiences

Large displays are becoming ubiquitous and one important property of large displays is that they afford larger visual angles and physically larger screen sizes. However, there has been little investigation of the effects of large displays on users; furthermore, few studies have employed physiological measures, nor isolated the effects on presence and emotional responses of large visual angle and physically large screen size. This study, then, examines specifically the effects of these two properties of large displays on presence and emotional responses, using physiological as well as subjective methods. The results indicate that the larger visual angle offered by a large display can increase the sense of presence, engagement, and emotional responses when players are playing games. More interestingly, the physically larger sizes offered by a large display seem to also be able to affect these player experiences, even at identical visual angles with small displays.

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