Contenuti, animazione o interattività: correlati neurofisiologici della pubblicità su app

Translated title of the contribution: [Autom. eng. transl.] Content, animation or interactivity: neurophysiological correlates of app advertising

Federico Cassioli, Giulia Fronda

Research output: Chapter in Book/Report/Conference proceedingConference contribution

Abstract

[Autom. eng. transl.] Historically, advertising studies have focused on print, television and web advertising. Little space was devoted to mobile platforms, in particular to apps. The effects of different contents, the presence of animation and / or interactivity in the banners and how these properties interact in the app environment are little known. In order to probe these effects, the standard self-report methods used previously are limited, limiting themselves to extrinsic and explicit aspects of behavior. In this regard, neuroscience provides support, specifically the use of the multimethod approach guarantees data also relating to the implicit components of behavior. The present research aimed to verify the impact of animation (dynamism / static), interactivity (interactive / non-interactive) and the thematic content of the platform (current events, health and environment). The subjects were asked to use a news app on a previously prepared smartphone, containing randomized advertising stimuli. In particular, 4 advertising typologies have been prepared, built starting from the 2x2 matrix, obtained by the intersection of the animation and interactivity properties. Brain activity (the alpha, beta, delta and theta bands of the electroencephalographic spectrum, EEG), the autonomic indices [Heart Rate (HR) Skin Conductance Level (SCL) and Skin Conductance Response (SCR)] and eye movements (fixations eyepieces) were measured using EEG, biofeedback and eye-tracking on a sample of Italian millennials (n = 18). The results showed, for both dynamic banners and topical content, an increase in the power of theta in the prefrontal cortex of the left hemisphere and a higher average fixation frequency. Furthermore, in relation to the current content, a greater activation of the SCR has emerged. The differences that emerged can be traced back to the ability of dynamic banners and apps containing current events to encourage greater emotional engagement and attract the selective attention of the user. The results entail two possible operational effects: animation should be present as the main element in the advertising stimulus; the choice of the platform should be based on the analysis of the contents of the platforms during the marketing process.
Translated title of the contribution[Autom. eng. transl.] Content, animation or interactivity: neurophysiological correlates of app advertising
Original languageItalian
Title of host publicationAtti del «XXV Congresso Nazionale della Sezione di Psicologia Sperimentale AIP»
Pages102
Number of pages1
Publication statusPublished - 2019
Externally publishedYes
EventXXV Congresso Nazionale della Sezione di Psicologia Sperimentale AIP - Milano
Duration: 18 Sept 201920 Sept 2019

Conference

ConferenceXXV Congresso Nazionale della Sezione di Psicologia Sperimentale AIP
CityMilano
Period18/9/1920/9/19

Keywords

  • Advertising
  • App
  • Neuromarketing

Fingerprint

Dive into the research topics of '[Autom. eng. transl.] Content, animation or interactivity: neurophysiological correlates of app advertising'. Together they form a unique fingerprint.

Cite this