Implicit IAT Measures and Neurophysiological fNIRS Markers in Response to High-Engagement Advertising.

ABSTRACT: Self-report measures partially explain consumers' purchasing choices, which are inextricably linked to cognitive, affective processes and implicit drives. These aspects, which occur outside of awareness and tacitly affect the way consumers make decisions, could be explored by exploiting neuroscientific technology. The study investigates implicit behavioural and neurovascular responses to emotionally arousing and high-engagement advertisements (COVID-19 content). High-engagement advertisements and control stimuli were shown in two experimental sessions that were counterbalanced across participants. During each session, hemodynamic variations were recorded with functional Near-Infrared Spectroscopy (fNIRS) of the prefrontal cortex (PFC), a neurophysiological marker for emotional processing.

SUBMITTER: Balconi M 

PROVIDER: S-EPMC10181564 | biostudies-literature | 2023 Apr

REPOSITORIES: biostudies-literature