Primacy Effect of Dynamic Multi-Sensory Covid ADV Influences Cognitive and Emotional EEG Responses.

ABSTRACT: Advertising uses sounds and dynamic images to provide visual, auditory, and tactile experiences, and to make the audience feel like the protagonist. During COVID-19, companies modified their communication by including pandemic references, but without penalizing multisensorial advertising. This study investigated how dynamic and emotional COVID-19-related advertising affects consumer cognitive and emotional responses. Nineteen participants, divided into two groups, watched three COVID-19-related and three non-COVID-19-related advertisements in two different orders (Order 1: COVID-19 and non-COVID-19; Order 2: non-COVID-19 and COVID-19), while electrophysiological data were collected. EEG showed theta activation in frontal and temporo-central areas when comparing Order 2 to Order 1, interpre

SUBMITTER: Acconito C 

PROVIDER: S-EPMC10216398 | biostudies-literature | 2023 May

REPOSITORIES: biostudies-literature