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Measuring Neural Arousal for Advertisements and Its Relationship With Advertising Success.

ABSTRACT: Abundant research has established the important role of ad-evoked feelings on consumers' reaction to advertising. However, measurement of feelings through explicit self-report is not without its limitations. The current study adds to previous work by showing a sophisticated way of first estimating how arousal is represented in the brain via an independent task (using EEG), and thereafter using this representation to measure arousal in response to advertisements. We then estimate the relationship between the identified process (arousal) and external measures of ad effectiveness (as measured by notability and attitude toward the ad). The results show that the neural measure of arousal is positively associated with notability of ads in the population at large, but may be negatively associated with attitude toward these ads. The implications for the application of EEG in ad testing and for understanding the relationship between arousal and effective advertising are discussed.

SUBMITTER: Eijlers E

PROVIDER: S-EPMC7378323 | biostudies-literature | 2020

REPOSITORIES: biostudies-literature

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Measuring Neural Arousal for Advertisements and Its Relationship With Advertising Success.

Eijlers Esther E Boksem Maarten A S MAS Smidts Ale A

Frontiers in neuroscience 20200715

Abundant research has established the important role of ad-evoked feelings on consumers' reaction to advertising. However, measurement of feelings through explicit self-report is not without its limitations. The current study adds to previous work by showing a sophisticated way of first estimating how arousal is represented in the brain via an independent task (using EEG), and thereafter using this representation to measure arousal in response to advertisements. We then estimate the relationship ...[more]

PMID: 32765214

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Project description:BackgroundThere has been little examination of consumer attitudes towards the commercial advertising of healthcare services in Australia and how marketing is used by consumers in their health decision-making. In this research, we examined how consumers reported commercial advertising helped them to understand the health services available to them and the influence that marketing had upon their choices.MethodsA survey instrument using a Likert scale to indicate agreement or disagreement with 21 questions was developed using qualitative interviews before being distributed online within Australia. Sampling of participants was stratified by age, gender and location. The results were subjected to statistical analysis with Spearman Rank Correlation test being used for bivariate analysis.ResultsOne thousand five hundred sixty-four complete surveys were collected. The results revealed certain consumer beliefs, for example; the title of 'Dr' was believed to indicate skill and high levels of training (81.0%), with 80.3% agreeing incorrectly that use of the title was strictly regulated. Participants reported to have a higher confidence in their own abilities (71.2%) than the public (52.8%) in assessing health advertising. The level of self-confidence increased with higher education level and decreased by age (p <?0.05). Testimonials were reported to be lacking in reliability (67.7%) and that they should not be used in healthcare in the same manner as they are used in other industries. Only 44.8% of participants reported that they felt confident to spot a review that was not written by a genuine user of a service.ConclusionsThe data demonstrated that many health consumers felt that while commercial health advertising was helpful, it was also confusing, with many participants also holding mistaken beliefs around other elements of commercial health advertising. While the advertising of healthcare services might have educational effects and be superficially empowering, advertising is primarily intended to sell, not educate. This research demonstrates that there is significant potential for healthcare advertising to mislead. Future developments in regulatory health advertising policy, and the related ethical frameworks developed by professional healthcare associations, need to consider how the consumers of healthcare services might be better protected from misleading and predatory advertising practices.

Project description:IntroductionArousal incontinence (AI) is a lesser known complication of radical prostatectomy (RP), and few data are available on its impact on self-esteem and sexual relationships.AimThe goal of this study was to assess the impact of AI on patient self-esteem, confidence, and sexual relationships.MethodsThis was a retrospective study. The validated Self-Esteem and Relationship (SEAR) questionnaire, as well as questions regarding AI, stress urinary incontinence (SUI), climacturia, International Prostate Symptom Score, and the International Index of Erectile Function erectile function domain, were sent to men who had undergone an RP within the past 24 months at a single institution. The data were de-identified and analyzed using descriptive statistics.OutcomesThe outcomes of this study include prevalence of AI, SEAR domain scores, patient and partner bother, management strategies employed by the patients, and the presence of concurrent climacturia or SUI.ResultsFifty-three percent of men experienced post-operative AI; of these, 41% were currently experiencing AI, and 12% reported having prior AI that had resolved. Bother of any severity was reported by 87% of men, and perceived partner bother was reported by 64% of men. Forty-one percent of men with current AI avoided sexual activity due to the presence of AI, and 14% of men with prior AI still avoided intercourse. There was no difference in total SEAR score or in the subdomains of self-esteem, sexual relationship, or confidence between men with current AI compared to those with no AI.Clinical implicationsAI leads to patient bother and avoidance of sexual situations.Strengths & limitationsThis is the largest study specifically evaluating AI and the only study assessing its impact on self-esteem, sexual relationships, and self-confidence. Limitations include lack of a validated AI questionnaire, poor survey response rate, being a single-center study, and the potential for recall bias.ConclusionAlthough AI is a common occurrence post-RP and is associated with patient bother in the majority of men, it does not impact overall self-esteem, confidence, or sexual relationships compared to post-RP men who have not experienced AI. Salter CA, Bach PV, Katz D, et al. The Relationship and Psychosocial Impact of Arousal Incontinence After Radical Prostatectomy. J Sex Med 2020;17:94-98.

Dataset Information

Measuring Neural Arousal for Advertisements and Its Relationship With Advertising Success.

Publications

Measuring Neural Arousal for Advertisements and Its Relationship With Advertising Success.

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