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Neural resonance in consumers' right inferior frontal gyrus predicts attitudes toward advertising
Psychology and Marketing ( IF 5.507 ) Pub Date : 2021-06-07 , DOI: 10.1002/mar.21523
Lin He 1 , Matthew Pelowski 2 , Wenhuan Yu 1 , Tao Liu 1
Affiliation  

Advertising plays a critical role in the commercial success of services and products. However, despite a long history of attempts to evaluate the efficacy of advertisements, actual objective, consistent means of assessing and anticipating whether an advertisement might be effective and why it would be expected to translate to actual, desired purchasing decisions remain elusive—especially as this regards advertisements' ability to resonate or create emotional connections across audiences. In this study, focusing on female participants, we employed functional near-infrared spectroscopy to monitor brain activations over empathy and emotional contagion regions as individuals viewed advertisements, matched with a multi-brain network model for assessing synchronicity patterns across all participants' brains. Study 1 demonstrated that high-scoring advertisements induced more densely coupled brain activations among participants in their right inferior frontal gyrus (IFG), tied to emotional empathy via embodied experience, and thus potentially representing shared understandings and emotional resonance among consumers. Study 2 replicated this finding with popular music and confirmed that density of the right IFG multi-brain network could predict real-world population-level performance, thus presenting an intriguing new tool that might be coupled with other assessments.

中文翻译:

消费者右侧额下回的神经共振预测对广告的态度

广告在服务和产品的商业成功中起着至关重要的作用。然而,尽管长期以来尝试评估广告的功效,但评估和预测广告是否有效以及为什么期望它转化为实际的、期望的购买决策的实际客观、一致的方法仍然难以捉摸——尤其是当这与广告在受众之间产生共鸣或建立情感联系的能力有关。在这项以女性参与者为重点的研究中,我们采用功能性近红外光谱来监测个体在观看广告时对移情和情绪传染区域的大脑激活,并与多脑网络模型相匹配,以评估所有参与者大脑的同步模式。研究 1 表明,高分广告在其右侧额下回 (IFG) 的参与者之间诱导了更密集的大脑激活,通过具体体验与情感移情相关,因此可能代表消费者之间的共同理解和情感共鸣。研究 2 用流行音乐复制了这一发现,并证实了正确的 IFG 多脑网络的密度可以预测现实世界人口水平的表现,从而提供了一种有趣的新工具,可以与其他评估相结合。
更新日期:2021-08-03
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