Covid-19 affected people’s social lives and advertising (ADV) behavior. This study used implicit (oculometric and autonomic) and explicit (self-report) measures to understand the consumer’s emotional and attentional involvement with ADV. Twenty participants watched Covid-19-related and neutral ADVs (No-Covid-19 stimuli) in two different exposure orders. Oculometric, autonomic, and self-report data were collected. Participants were randomly divided into two groups that watched Covid stimuli followed by No-Covid stimuli (Order 1) or the opposite (Order 2). Oculometric data showed a decrease in Time to First Fixation, Fixation Count, and Fixation Duration sum for the Covid compared to the No-Covid condition, suggesting the Covid stimuli were more salient. Lower cardiovascular mean values for Covid condition in Order 1 were interpreted as a parasympathetic inhibitory mechanism linked to a potential freezing effect. Self-report data confirmed eye-tracking and autonomic evidence. Given the emotional impact of Covid stimuli, using Covid-themed ADV can be a helpful marketing strategy.
Acconito, C., Rovelli, K., Angioletti, L., Oculometric responses to high emotional impact advertising stimuli: a comparison with autonomic and self-report measures, <<NEUROPSYCHOLOGICAL TRENDS>>, 2024; (35): 45-70. [doi:10.7358/neur-2024-035-acco] [https://hdl.handle.net/10807/270136]
Oculometric responses to high emotional impact advertising stimuli: a comparison with autonomic and self-report measures
Acconito, Carlotta
;Rovelli, Katia;Angioletti, Laura
2024
Abstract
Covid-19 affected people’s social lives and advertising (ADV) behavior. This study used implicit (oculometric and autonomic) and explicit (self-report) measures to understand the consumer’s emotional and attentional involvement with ADV. Twenty participants watched Covid-19-related and neutral ADVs (No-Covid-19 stimuli) in two different exposure orders. Oculometric, autonomic, and self-report data were collected. Participants were randomly divided into two groups that watched Covid stimuli followed by No-Covid stimuli (Order 1) or the opposite (Order 2). Oculometric data showed a decrease in Time to First Fixation, Fixation Count, and Fixation Duration sum for the Covid compared to the No-Covid condition, suggesting the Covid stimuli were more salient. Lower cardiovascular mean values for Covid condition in Order 1 were interpreted as a parasympathetic inhibitory mechanism linked to a potential freezing effect. Self-report data confirmed eye-tracking and autonomic evidence. Given the emotional impact of Covid stimuli, using Covid-themed ADV can be a helpful marketing strategy.I documenti in IRIS sono protetti da copyright e tutti i diritti sono riservati, salvo diversa indicazione.