Abstract
People are able to consciously deliberate but they are influenced by
their subjective affective and motivational mechanisms. Between the
others, personal attitudes and ind
ividual differences support distinct
approach to emotional contexts when emotional stimuli are used to produce advertising. Thus, it was suggested that the consumer decision-making is related to subjective preferences which are more or less approach-related (proactive attitudes, BAS system) or
withdrawal-related (inhibitory attitudes, BIS system). Frontal brain
system was suggested to support these different emotional-valenced
motivational attitudes, with an increased left hemisphere activity in the case of approach-attitude and a more right hemisphere activity in the
case of withdrawal-attitudes. Moreover it was suggested that some proactive subjects are more directly responsive to prosocial conditions, when an emotional situations is evaluated, also in case of an advertising. The present research tested the direct effect of these distinct brain systems and motivations in response to different advertising conditions. We studied the consumer reaction to luxury and consumer
goods associated to emotional stimuli as a function of the subjective emotional and prosocial attitudes. Autonomic (SCR, skin conductance response) and eye-movement (eye-tracking) measures were
monitored during videotapes showing different emotional contexts related to a consumer or luxury product. Differences in emotional (skin conductance) and eye-movement
responses (number and duration of fixations) were found as a function
of subject attitudes. Specifically, based on a set of ANOVAs, more
BAS-subjects showed to be more directly responsive to both positive and negative cues, whereas more BIS-subjects were less responsive
in general. Moreover they showed an increased response to negative
stimuli. The emotional and motivation systems may support the subjective
differences between individuals
during processing of advertising.
Lingua originale | English |
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Titolo della pubblicazione ospite | Atti del XIX Congresso Nazionale della Sezione di Psicologia Sperimentale AIP |
Pagine | 38 |
Numero di pagine | 1 |
Stato di pubblicazione | Pubblicato - 2013 |
Evento | XIX Congresso Nazionale della Sezione di Psicologia Sperimentale AIP - Roma Durata: 16 set 2013 → 18 set 2013 |
Convegno
Convegno | XIX Congresso Nazionale della Sezione di Psicologia Sperimentale AIP |
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Città | Roma |
Periodo | 16/9/13 → 18/9/13 |
Keywords
- Consumer behaviour
- Neuromarketing