La efectividad de la publicidad medioambientalun análisis del recuerdo publicitario a través de la neurociencia

  1. Diego Gómez-Carmona 1
  2. Pedro Pablo Marín Dueñas 1
  3. Francisco Muñoz-Leiva 2
  4. Francisco Liébana-Cabanillas 2
  1. 1 Universidad de Cádiz, España
  2. 2 Universidad de Granada, España
Aldizkaria:
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ISSN: 1697-8293

Argitalpen urtea: 2022

Zenbakien izenburua: LTE1. Ciencia Cognitiva y Neuromarketing | LTE2. Culturas digitales en las redes sociales

Alea: 20

Zenbakia: 2

Mota: Artikulua

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Beste argitalpen batzuk: Icono14

Laburpena

Uma das variáveis-chave ao analisar a eficácia da publicidade é a recordação da mensagem. Uma publicidade não só é eficaz porque capta a atenção do público, como também deve conseguir permanecer na memória do público. E das muitas metodologias existentes, a neurociência é a que mais pode ajudar no estudo desta eficácia com base na análise da recordação. Por outro lado, as preocupações ambientais estão a tornar-se cada vez mais relevantes socialmente; por conseguinte, esta investigação tentará compreender o papel do foco da publicidade e a preocupação com o ambiente, analisando a memória provocada pela publicidade e determinando quais as áreas do cérebro que são activadas. Para tal, foi implementada uma experiência de fMRI utilizando scanners e apoiada por questionários sobre a atitude de 50 pessoas em relação às mensagens que tinham visto. As nossas análises indicam que os sujeitos que têm um maior nível de preocupação com o ambiente se lembram mais dos anúncios negativos. Mais especificamente, a combinação de técnicas de auto-relatação e neuro-imagem confirmou a ligação entre a recordação de mensagens negativas em assuntos relacionados com o ambiente e a actividade em regiões que antecipam uma maior recordação durante a codificação de mensagens, tais como a amígdala e a CMPF.

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