Advertising 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.

通过电视广告为非营利组织做广告是提高认识和接受捐赠的一种宝贵的沟通方式。在社会方面，同理心等个人态度对于增强捐赠意愿很重要；引发情绪的研究在文献中受到了批评，特别是某些类型的情绪，例如内疚，它介导了同理心。在面对电视广告刺激时，已经使用了不同的方法来衡量消费者的情绪：主要是传统的技术，如广告观看后的访谈或问卷调查。在过去的十年中，人们对新的神经科学技术也引起了极大的兴趣，这些技术用于通过生理信号逐帧测量情绪和认知反应。我们的研究在观察联合国难民署商业宣传遗留电话的过程中应用了神经营销技术。目标是研究认知和情绪反应，以提高有效性，同时有可能通过衡量来自贡献者的电话的收益来验证结果。本研究的目的是凭经验证明由于神经营销技术建议和衡量的非营利广告中信息框架策略的变化对通话的影响。特别是我们通过脑电图测量大脑活动以获得接近-戒断指数（AW）；通过一只手掌中的不同传感器测量心率和皮肤电反应，以获得情绪指数 (EI)，最后，通过眼动仪设备进行眼睛注视，以获得对广告关键视觉区域的视觉注意力。在这些指标对样本的样本进行记录后，提出了一些修改广告的建议，以创建更有效的活动。将第一版现场 (LVE) 和第二版 (HVE) 引出的结果进行比较，证实 (1) 可售和遗留调用的数量随着第二个现场修改的消息帧策略而增加 ( HVE)，(2) 在 HVE 的最后部分获得了较低的认知和情绪反应，(3) 在最终的行动呼吁帧 (CTA) 中，对要拨打的电话号码的关键信息的视觉关注，在 HVE 中比在第一个版本的现场 (LVE) 中更高，(4) 在 HVE 中相同的 CTA 帧期间，认知方法增加。