Message framing, non-conscious perception and effectiveness in non-profit advertising. Contribution by neuromarketing research
نویسندگان
چکیده
Abstract Advertising for non-profit organizations through television commercials is a valuable means of communication to raise awareness and receive donations. When it comes social aspects, personal attitudes such as empathy are significant reinforcing the intention donate; study eliciting emotions has critical attention in literature, especially some types emotion, guilt which mediates empathy. Different methodologies have been used measure consumer when faced with TV ads stimuli: mainly traditional techniques interviews or questionnaires after viewing. In last ten years, there also great interest new neuroscience applied emotional cognitive reactions by physiological signals, frame frame. Our research neuromarketing technologies during observation UNHCR commercial promoting legacy calls. The objective was order increase effectiveness whilst having possibility verify results measuring benefits terms calls from contributors. purpose this empirically prove impact thanks changes message framing strategy advertising suggested measured techniques. Particularly we cerebral activity an electroencephalogram obtain Approach-Withdrawal Index (AW); heart rate galvanic skin response different sensors palm one hand, Emotional (EI), finally, eye fixations tracker device visual on key areas ads. After these indicators’ recordings sample subjects, suggestions modify were made create more effective campaign. compared, those elicited first version spot (LVE) second (HVE), confirmed that (1) number sellable increased modified (2) lower obtained final section HVE, (3) information phone call, call action frames(CTA), higher HVE than (LVE), (4) approach same CTA frames HVE.
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ژورنال
عنوان ژورنال: International Review on Public and Nonprofit Marketing
سال: 2021
ISSN: ['1865-1992', '1865-1984']
DOI: https://doi.org/10.1007/s12208-021-00289-0