Journal
FRONTIERS IN PSYCHOLOGY
Volume 13, Issue -, Pages -Publisher
FRONTIERS MEDIA SA
DOI: 10.3389/fpsyg.2022.825768
Keywords
neuromarketing; functional near-infrared spectroscopy (fNIRS); PSAs; dorsolateral prefrontal cortex (dlPFC); implicit awareness; purchase decision
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Funding
- Science and Technology Project of Science and Technology Department of Henan Province [202102310305]
- Graduate Education Reform and Quality Improvement Project of Henan Province [HNYJS2020JD04]
- General Project of Soft Science Research of Henan Province [192400410140]
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This study used fNIRS to record the neural activity data of participants, and the results showed a correlation between dlPFC activation and the effectiveness of PSAs. The findings provide a new method for predicting and improving the effectiveness of public service announcements.
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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