ADV at the time of COVID-19, Brain effect between emotional engagement and purchase intention

Michela Balconi, Martina Sansone

Risultato della ricerca: Contributo in rivistaArticolo in rivistapeer review

Abstract

In pandemic times, taking advantage of COVID-19-elicited emotions in commercials has been a popular tactic employed by corporations to build successful consumer engagement and, hopefully, increase sales. The present study investigates whether COVID-19-related emotional communication affects the consumer’s emotional response and the approach/avoidance motivation toward the brand—measured as a function of brain hemodynamic changes—as well as the purchase intentions. The functional Near-Infrared Spectroscopy (fNIRS) was employed to record neural correlates from the prefrontal cortex while the experimental and control groups were observing respectively COVID-19-related and unrelated advertisements (ads). The hemodynamic patterns suggest that COVID-19-related ads may promote deeper emotional elaboration, shifting consumers’ attention from the semantic meaning to the affective features and perhaps supporting a more favorable brand evaluation. Conversely, purchase intentions were only related to the pre-existing level of brand engagement. The findings suggest that leveraging the negative emotional potential of COVID-19 may not shift the explicit purchase intentions but could nonetheless boost emotional engagement, benefitting the final evaluation of the brand at an implicit level
Lingua originaleEnglish
pagine (da-a)1-13
Numero di pagine13
RivistaBrain Sciences
Volume12
DOI
Stato di pubblicazionePubblicato - 2022

Keywords

  • emotions
  • purchase intention
  • brand engagement
  • consumer neuroscience
  • fNIRS

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