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Analysis of emotion and recall in COVID-19 advertisements: a neuroscientific study

dc.contributor.authorBaños González, Miguel
dc.contributor.authorRajas Fernández, Mario
dc.contributor.authorSutil Martín, Dolores Lucía
dc.identifier.citationBaños-González M, Rajas-Fernández M, Sutil-Martín DL. Analysis of Emotion and Recall in COVID-19 Advertisements: A Neuroscientific Study. Int J Environ Res Public Health. 2021 Aug 18;18(16):8721. doi: 10.3390/ijerph18168721. PMID: 34444480; PMCID:
dc.description.abstractIn this research, neuroscience techniques are applied to the field of marketing in the analysis of advertisements that include the COVID-19 pandemic in their stories. A study of emotion and memory in these audiovisual productions is carried out as two fundamental factors for the knowledge of consumer habits and decision making. By means of facial recognition biosensor systems (AFFDEX) and various tests, six informative and narrative, emotional and rational advertisements are presented to the subjects of the experiment to detect which emotions predominate; how they affect variables such as neuroticism, psychoticism or extroversion, among others; or what is remembered about the different works, brands and advertisers. Outstanding results are obtained in both emotional and cognitive analysis. Thus, in the field of public health, it is found that messages referring to COVID-19 included in advertisements are remembered more than other narratives or even the brands, products or services themselves. Likewise, joy is the predominant emotion, and its significance in such varied advertising stories stands out. Finally, it is clear that neuroscience research applied to marketing requires new methods and integrated applications to obtain satisfactory results in the advertising
dc.rightsAttribution 4.0 Internacional*
dc.subjectFacial codinges
dc.titleAnalysis of emotion and recall in COVID-19 advertisements: a neuroscientific studyes

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Attribution 4.0 InternacionalExcept where otherwise noted, this item's license is described as Attribution 4.0 Internacional