How Does the Implicit Awareness of Consumers Influence the Effectiveness of Public Service Announcements? A Functional Near-Infrared Spectroscopy Study

A large number of scholars have conducted detailed studies on the effectiveness of commercial advertising by using neuroimaging methods, but only a few scholars have used this method to study the effectiveness of public service announcements (PSAs). To research the relationship between the effective...

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Detalles Bibliográficos
Autores principales: Fu, Jialin, Li, Xihang, Zhao, Xi, Zhang, Keyi, Cui, Nan
Formato: Online Artículo Texto
Lenguaje:English
Publicado: Frontiers Media S.A. 2022
Materias:
Psychology
Acceso en línea:https://www.ncbi.nlm.nih.gov/pmc/articles/PMC8964281/
https://www.ncbi.nlm.nih.gov/pubmed/35360557
http://dx.doi.org/10.3389/fpsyg.2022.825768
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author Fu, Jialin
Li, Xihang
Zhao, Xi
Zhang, Keyi
Cui, Nan
author_facet Fu, Jialin
Li, Xihang
Zhao, Xi
Zhang, Keyi
Cui, Nan
author_sort Fu, Jialin
collection PubMed
description A large number of scholars have conducted detailed studies on the effectiveness of commercial advertising by using neuroimaging methods, but only a few scholars have used this method to study the effectiveness of public service announcements (PSAs). To research the relationship between the effectiveness of PSAs and the audience’s implicit awareness, functional near-infrared spectroscopy (fNIRS) was employed to record the neural activity data of participants in this study. The results showed that there was a correlation between activation of dorsolateral prefrontal cortex (dlPFC) and the effectiveness of PSAs; The activation of the dlPFC could also be used as an indicator to represent the appeal of advertising content. The results means that neuroimaging tool can also be used to investigate the effectiveness of PSAs, not just commercial advertisements and a few PSAs study, and that neural activity can predict and improve the effectiveness of PSAs before they are released.
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spelling pubmed-89642812022-03-30 How Does the Implicit Awareness of Consumers Influence the Effectiveness of Public Service Announcements? A Functional Near-Infrared Spectroscopy Study Fu, Jialin Li, Xihang Zhao, Xi Zhang, Keyi Cui, Nan Front Psychol Psychology A large number of scholars have conducted detailed studies on the effectiveness of commercial advertising by using neuroimaging methods, but only a few scholars have used this method to study the effectiveness of public service announcements (PSAs). To research the relationship between the effectiveness of PSAs and the audience’s implicit awareness, functional near-infrared spectroscopy (fNIRS) was employed to record the neural activity data of participants in this study. The results showed that there was a correlation between activation of dorsolateral prefrontal cortex (dlPFC) and the effectiveness of PSAs; The activation of the dlPFC could also be used as an indicator to represent the appeal of advertising content. The results means that neuroimaging tool can also be used to investigate the effectiveness of PSAs, not just commercial advertisements and a few PSAs study, and that neural activity can predict and improve the effectiveness of PSAs before they are released. Frontiers Media S.A. 2022-03-14 /pmc/articles/PMC8964281/ /pubmed/35360557 http://dx.doi.org/10.3389/fpsyg.2022.825768 Text en Copyright © 2022 Fu, Li, Zhao, Zhang and Cui. https://creativecommons.org/licenses/by/4.0/This is an open-access article distributed under the terms of the Creative Commons Attribution License (CC BY). The use, distribution or reproduction in other forums is permitted, provided the original author(s) and the copyright owner(s) are credited and that the original publication in this journal is cited, in accordance with accepted academic practice. No use, distribution or reproduction is permitted which does not comply with these terms.
spellingShingle Psychology
Fu, Jialin
Li, Xihang
Zhao, Xi
Zhang, Keyi
Cui, Nan
How Does the Implicit Awareness of Consumers Influence the Effectiveness of Public Service Announcements? A Functional Near-Infrared Spectroscopy Study
title How Does the Implicit Awareness of Consumers Influence the Effectiveness of Public Service Announcements? A Functional Near-Infrared Spectroscopy Study
title_full How Does the Implicit Awareness of Consumers Influence the Effectiveness of Public Service Announcements? A Functional Near-Infrared Spectroscopy Study
title_fullStr How Does the Implicit Awareness of Consumers Influence the Effectiveness of Public Service Announcements? A Functional Near-Infrared Spectroscopy Study
title_full_unstemmed How Does the Implicit Awareness of Consumers Influence the Effectiveness of Public Service Announcements? A Functional Near-Infrared Spectroscopy Study
title_short How Does the Implicit Awareness of Consumers Influence the Effectiveness of Public Service Announcements? A Functional Near-Infrared Spectroscopy Study
title_sort how does the implicit awareness of consumers influence the effectiveness of public service announcements? a functional near-infrared spectroscopy study
topic Psychology
url https://www.ncbi.nlm.nih.gov/pmc/articles/PMC8964281/
https://www.ncbi.nlm.nih.gov/pubmed/35360557
http://dx.doi.org/10.3389/fpsyg.2022.825768
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