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The Role of the Emotional Sequence in the Communication of the Territorial Cheeses: A Neuromarketing Approach

Over the past few years, many studies have shown how territoriality can be considered a driver for purchasing agri-food products. Products with certification of origin are perceived as more sustainable, safer and of better quality. At the same time, producers of traditional products often belong to...

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Autores principales: Russo, Vincenzo, Bilucaglia, Marco, Circi, Riccardo, Bellati, Mara, Valesi, Riccardo, Laureanti, Rita, Licitra, Giuseppe, Zito, Margherita
Formato: Online Artículo Texto
Lenguaje:English
Publicado: MDPI 2022
Materias:
Acceso en línea:https://www.ncbi.nlm.nih.gov/pmc/articles/PMC9368719/
https://www.ncbi.nlm.nih.gov/pubmed/35954114
http://dx.doi.org/10.3390/foods11152349
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author Russo, Vincenzo
Bilucaglia, Marco
Circi, Riccardo
Bellati, Mara
Valesi, Riccardo
Laureanti, Rita
Licitra, Giuseppe
Zito, Margherita
author_facet Russo, Vincenzo
Bilucaglia, Marco
Circi, Riccardo
Bellati, Mara
Valesi, Riccardo
Laureanti, Rita
Licitra, Giuseppe
Zito, Margherita
author_sort Russo, Vincenzo
collection PubMed
description Over the past few years, many studies have shown how territoriality can be considered a driver for purchasing agri-food products. Products with certification of origin are perceived as more sustainable, safer and of better quality. At the same time, producers of traditional products often belong to small entities that struggle to compete with large multinational food corporations, having less budget to allocate to product promotion. In this study, we propose a neuromarketing approach, showing how the use of these techniques can help in choosing the most effective commercial in terms of likeability and ability to activate mnemonic processes. Two commercials were filmed for the purpose of this study. They differed from each other in terms of emotional sequence. The first aimed primarily at eliciting positive emotions derived from the product description. The second aimed to generate negative emotions during the early stages, highlighting the negative consequences of humans’ loss of contact with nature and tradition and then eliciting positive emotions by presenting cheese production using traditional techniques as a solution to the problem. Based on the literature on the emotional sequences in social advertising, we hypothesised that the second commercial would generate an overall better emotional reaction and activate mnemonic processes to a greater extent. Our results partially support the research hypotheses, providing useful insights both to marketers and for future research on the topic.
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spelling pubmed-93687192022-08-12 The Role of the Emotional Sequence in the Communication of the Territorial Cheeses: A Neuromarketing Approach Russo, Vincenzo Bilucaglia, Marco Circi, Riccardo Bellati, Mara Valesi, Riccardo Laureanti, Rita Licitra, Giuseppe Zito, Margherita Foods Article Over the past few years, many studies have shown how territoriality can be considered a driver for purchasing agri-food products. Products with certification of origin are perceived as more sustainable, safer and of better quality. At the same time, producers of traditional products often belong to small entities that struggle to compete with large multinational food corporations, having less budget to allocate to product promotion. In this study, we propose a neuromarketing approach, showing how the use of these techniques can help in choosing the most effective commercial in terms of likeability and ability to activate mnemonic processes. Two commercials were filmed for the purpose of this study. They differed from each other in terms of emotional sequence. The first aimed primarily at eliciting positive emotions derived from the product description. The second aimed to generate negative emotions during the early stages, highlighting the negative consequences of humans’ loss of contact with nature and tradition and then eliciting positive emotions by presenting cheese production using traditional techniques as a solution to the problem. Based on the literature on the emotional sequences in social advertising, we hypothesised that the second commercial would generate an overall better emotional reaction and activate mnemonic processes to a greater extent. Our results partially support the research hypotheses, providing useful insights both to marketers and for future research on the topic. MDPI 2022-08-05 /pmc/articles/PMC9368719/ /pubmed/35954114 http://dx.doi.org/10.3390/foods11152349 Text en © 2022 by the authors. https://creativecommons.org/licenses/by/4.0/Licensee MDPI, Basel, Switzerland. This article is an open access article distributed under the terms and conditions of the Creative Commons Attribution (CC BY) license (https://creativecommons.org/licenses/by/4.0/).
spellingShingle Article
Russo, Vincenzo
Bilucaglia, Marco
Circi, Riccardo
Bellati, Mara
Valesi, Riccardo
Laureanti, Rita
Licitra, Giuseppe
Zito, Margherita
The Role of the Emotional Sequence in the Communication of the Territorial Cheeses: A Neuromarketing Approach
title The Role of the Emotional Sequence in the Communication of the Territorial Cheeses: A Neuromarketing Approach
title_full The Role of the Emotional Sequence in the Communication of the Territorial Cheeses: A Neuromarketing Approach
title_fullStr The Role of the Emotional Sequence in the Communication of the Territorial Cheeses: A Neuromarketing Approach
title_full_unstemmed The Role of the Emotional Sequence in the Communication of the Territorial Cheeses: A Neuromarketing Approach
title_short The Role of the Emotional Sequence in the Communication of the Territorial Cheeses: A Neuromarketing Approach
title_sort role of the emotional sequence in the communication of the territorial cheeses: a neuromarketing approach
topic Article
url https://www.ncbi.nlm.nih.gov/pmc/articles/PMC9368719/
https://www.ncbi.nlm.nih.gov/pubmed/35954114
http://dx.doi.org/10.3390/foods11152349
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