Analysis of Emotion and Recall in COVID-19 Advertisements: A Neuroscientific Study

Miguel Baños-González, Mario Rajas-Fernández and Dolores Lucía Sutil-Martín
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Miguel Baños-González: Faculty of Communication Sciences, Rey Juan Carlos University, 28942 Fuenlabrada, Spain
Mario Rajas-Fernández: Faculty of Communication Sciences, Rey Juan Carlos University, 28942 Fuenlabrada, Spain
Dolores Lucía Sutil-Martín: Faculty of Law and Social Sciences, Rey Juan Carlos University, 28032 Vicálvaro, Spain

IJERPH, 2021, vol. 18, issue 16, 1-18

Abstract: In 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 field.

Keywords: neuroscience; advertisement; facial coding; emotion; recall; iMotions; AFFDEX (search for similar items in EconPapers)
JEL-codes: I I1 I3 Q Q5 (search for similar items in EconPapers)
Date: 2021
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