IDEAS home Printed from https://ideas.repec.org/a/spr/irpnmk/v19y2022i1d10.1007_s12208-021-00289-0.html
   My bibliography  Save this article

Message framing, non-conscious perception and effectiveness in non-profit advertising. Contribution by neuromarketing research

Author

Listed:
  • Ana C. Martinez-Levy

    (Sapienza University of Rome)

  • Dario Rossi

    (Department of Business and Management of LUISS Guido Carli)

  • Giulia Cartocci

    (Sapienza University of Rome)

  • Marco Mancini

    (BrainSigns Srl)

  • Gianluca Flumeri

    (Sapienza University of Rome)

  • Arianna Trettel

    (BrainSigns Srl)

  • Fabio Babiloni

    (BrainSigns Srl, Sapienza University of Rome)

  • Patrizia Cherubino

    (Sapienza University of Rome)

Abstract

Advertising for non-profit organizations through television commercials is a valuable means of communication to raise awareness and receive donations. When it comes to social aspects, personal attitudes such as empathy are significant for reinforcing the intention to donate; and the study of eliciting emotions has critical attention in the literature, especially some types of emotion, such as guilt which mediates empathy. Different methodologies have been used to measure consumer emotions when faced with TV ads stimuli: mainly traditional techniques such as interviews or questionnaires after the ads viewing. In the last ten years, there has also been a great interest in new neuroscience techniques applied to measure emotional and cognitive reactions by physiological signals, frame by frame. Our research has applied neuromarketing technologies during the observation of a UNHCR commercial promoting legacy calls. The objective was to study cognitive and emotional reactions in order to increase the effectiveness whilst having the possibility to verify the results by measuring the benefits in terms of calls from contributors. The purpose of this research is to empirically prove the impact in calls thanks to changes in the message framing strategy in non-profit advertising suggested and measured by neuromarketing techniques. Particularly we measured the cerebral activity through an electroencephalogram to obtain an Approach-Withdrawal Index (AW); the heart rate and galvanic skin response through different sensors in the palm of one hand, to obtain an Emotional Index (EI), and finally, eye fixations through an eye tracker device to obtain the visual attention on key visual areas of the ads. After these indicators’ recordings on a sample of subjects, some suggestions to modify the advertising were made to create a more effective campaign. The results compared, those elicited by the first version of the spot (LVE) and those by the second version (HVE), confirmed that (1) the number of sellable and legacy calls increased with the message framing strategy modified in the second spot (HVE), (2) a lower cognitive and emotional reactions have been obtained in the final section of HVE, (3) the visual attention on the key information of the phone number to call, in the final call to action frames(CTA), was higher in HVE than in the first version of the spot (LVE), (4) the cognitive approach increased during the same CTA frames in HVE.

Suggested Citation

  • Ana C. Martinez-Levy & Dario Rossi & Giulia Cartocci & Marco Mancini & Gianluca Flumeri & Arianna Trettel & Fabio Babiloni & Patrizia Cherubino, 2022. "Message framing, non-conscious perception and effectiveness in non-profit advertising. Contribution by neuromarketing research," International Review on Public and Nonprofit Marketing, Springer;International Association of Public and Non-Profit Marketing, vol. 19(1), pages 53-75, March.
    • Handle: RePEc:spr:irpnmk:v:19:y:2022:i:1:d:10.1007_s12208-021-00289-0
    DOI: 10.1007/s12208-021-00289-0
    as

    Download full text from publisher

    File URL: http://link.springer.com/10.1007/s12208-021-00289-0
    File Function: Abstract
    Download Restriction: Access to the full text of the articles in this series is restricted.
    File URL: https://libkey.io/10.1007/s12208-021-00289-0?utm_source=ideas
    LibKey link: if access is restricted and if your library uses this service, LibKey will redirect you to where you can use your library subscription to access this item
    ---><---

    As the access to this document is restricted, you may want to search for a different version of it.

    References listed on IDEAS

    as
    1. McKay-Nesbitt, Jane & Manchanda, Rajesh V. & Smith, Malcolm C. & Huhmann, Bruce A., 2011. "Effects of age, need for cognition, and affective intensity on advertising effectiveness," Journal of Business Research, Elsevier, vol. 64(1), pages 12-17, January.
    2. Warwick McKibbin & Roshen Fernando, 2021. "The Global Macroeconomic Impacts of COVID-19: Seven Scenarios," Asian Economic Papers, MIT Press, vol. 20(2), pages 1-30, Summer.
    3. Merchant, Altaf & Ford, John B. & Sargeant, Adrian, 2010. "Charitable organizations' storytelling influence on donors' emotions and intentions," Journal of Business Research, Elsevier, vol. 63(7), pages 754-762, July.
    4. Brennan, Linda & Binney, Wayne, 2010. "Fear, guilt, and shame appeals in social marketing," Journal of Business Research, Elsevier, vol. 63(2), pages 140-146, February.
    5. Hsu, Liwei & Chen, Yen-Jung, 2020. "Neuromarketing, subliminal advertising, and hotel selection: An EEG study," Australasian marketing journal, Elsevier, vol. 28(4), pages 200-208.
    6. Leon Zurawicki, 2010. "Exploring the Brain," Springer Books, in: Neuromarketing, chapter 0, pages 1-53, Springer.
    7. Yoo, Changjo & MacInnis, Deborah, 2005. "The brand attitude formation process of emotional and informational ads," Journal of Business Research, Elsevier, vol. 58(10), pages 1397-1406, October.
    8. repec:cup:judgdm:v:9:y:2014:i:4:p:303-315 is not listed on IDEAS
    9. Verhaert, Griet A. & Van den Poel, Dirk, 2011. "Empathy as added value in predicting donation behavior," Journal of Business Research, Elsevier, vol. 64(12), pages 1288-1295.
    10. Ohme, Rafal & Reykowska, Dorota & Wiener, Dawid & Choromanska, Anna, 2010. "Application of frontal EEG asymmetry to advertising research," Journal of Economic Psychology, Elsevier, vol. 31(5), pages 785-793, October.
    11. Cheung, C. -K. & Chan, C. -M., 2000. "Social-cognitive factors of donating money to charity, with special attention to an international relief organization," Evaluation and Program Planning, Elsevier, vol. 23(2), pages 241-253, May.
    12. Lim, Weng Marc, 2018. "Demystifying neuromarketing," Journal of Business Research, Elsevier, vol. 91(C), pages 205-220.
    Full references (including those not matched with items on IDEAS)

    Most related items

    These are the items that most often cite the same works as this one and are cited by the same works as this one.
    1. van Rijn, Jordan & Barham, Bradford & Sundaram-Stukel, Reka, 2017. "An experimental approach to comparing similarity- and guilt-based charitable appeals," Journal of Behavioral and Experimental Economics (formerly The Journal of Socio-Economics), Elsevier, vol. 68(C), pages 25-40.
    2. Björn Vollan & Karla Henning & Deniza Staewa, 2017. "Do campaigns featuring impact evaluations increase donations? Evidence from a survey experiment," Journal of Development Effectiveness, Taylor & Francis Journals, vol. 9(4), pages 500-518, October.
    3. Rita Ferreira Gomes & Beatriz Casais, 2018. "Feelings generated by threat appeals in social marketing: text and emoji analysis of user reactions to anorexia nervosa campaigns in social media," International Review on Public and Nonprofit Marketing, Springer;International Association of Public and Non-Profit Marketing, vol. 15(4), pages 591-607, December.
    4. Claeys, An-Sofie & Cauberghe, Verolien, 2014. "What makes crisis response strategies work? The impact of crisis involvement and message framing," Journal of Business Research, Elsevier, vol. 67(2), pages 182-189.
    5. Aroa Costa-Feito & Ana M. González-Fernández & Carmen Rodríguez-Santos & Miguel Cervantes-Blanco, 2023. "Electroencephalography in consumer behaviour and marketing: a science mapping approach," Palgrave Communications, Palgrave Macmillan, vol. 10(1), pages 1-13, December.
    6. van Rijn, Jordan & Quinones, Esteban J. & Barham, Bradford L., 2017. "An Experimental Test of Gender Differences in Charitable Giving: Empathy Is at the Heart of the Matter," Staff Paper Series 586, University of Wisconsin, Agricultural and Applied Economics.
    7. Kaushik, Kapil & Mishra, Abhishek & Cyr, Dianne, 2023. "‘Riding out the pandemic’: The role of brand message appeals on social media in shaping consumer responses," Journal of Business Research, Elsevier, vol. 155(PA).
    8. Beatriz Casais & João F. Proença, 2022. "The use of positive and negative appeals in social advertising: a content analysis of television ads for preventing HIV/AIDS," International Review on Public and Nonprofit Marketing, Springer;International Association of Public and Non-Profit Marketing, vol. 19(3), pages 623-647, September.
    9. Stenstrom, Eric P. & Saad, Gad & Hingston, Sean T., 2018. "Menstrual cycle effects on prosocial orientation, gift giving, and charitable giving," Journal of Business Research, Elsevier, vol. 84(C), pages 82-88.
    10. van Rijn, Jordan & Barham, Bradford & Sundaram-Stukel, Reka, 2016. "An Experimental Approach to Comparing Similarity- and Guilt-Based Charitable Appeals," Staff Paper Series 584, University of Wisconsin, Agricultural and Applied Economics.
    11. A. G. Aganbegyan & A. N. Klepach & B. N. Porfiryev & M. N. Uzyakov & A. A. Shirov, 2020. "Post-Pandemic Recovery: The Russian Economy and the Transition to Sustainable Social and Economic Development," Studies on Russian Economic Development, Springer, vol. 31(6), pages 599-605, November.
    12. Piotr Sorokowski & Agata Groyecka & Marta Kowal & Agnieszka Sorokowska & Michał Białek & Izabela Lebuda & Małgorzata Dobrowolska & Przemysław Zdybek & Maciej Karwowski, 2020. "Can Information about Pandemics Increase Negative Attitudes toward Foreign Groups? A Case of COVID-19 Outbreak," Sustainability, MDPI, vol. 12(12), pages 1-10, June.
    13. Rubén Muñoz Pavón & Antonio A. Arcos Alvarez & Marcos G. Alberti, 2020. "Possibilities of BIM-FM for the Management of COVID in Public Buildings," Sustainability, MDPI, vol. 12(23), pages 1-21, November.
    14. Akhtaruzzaman, Md & Boubaker, Sabri & Sensoy, Ahmet, 2021. "Financial contagion during COVID–19 crisis," Finance Research Letters, Elsevier, vol. 38(C).
    15. Keval Amin & Erica Harris, 2022. "The Effect of Investor Sentiment on Nonprofit Donations," Journal of Business Ethics, Springer, vol. 175(2), pages 427-450, January.
    16. Claudia Salceanu & Mariana Floricica Calin, 2022. "The Pandemic Context and Quality of Life for Youth in Constanta County," Technium Social Sciences Journal, Technium Science, vol. 27(1), pages 687-696, January.
    17. Diandian Xiang & Leinan Zhang & Qiuyan Tao & Yonggui Wang & Shuang Ma, 2019. "Informational or emotional appeals in crowdfunding message strategy: an empirical investigation of backers’ support decisions," Journal of the Academy of Marketing Science, Springer, vol. 47(6), pages 1046-1063, November.
    18. Yanguas Parra, Paola & Hauenstein, Christian & Oei, Pao-Yu, 2021. "The death valley of coal – Modelling COVID-19 recovery scenarios for steam coal markets," Applied Energy, Elsevier, vol. 288(C).
    19. Valentina Carfora & Patrizia Catellani, 2022. "Advertising Innovative Sustainable Fashion: Informational, Transformational, or Sustainability Appeal?," Sustainability, MDPI, vol. 14(23), pages 1-21, December.
    20. Di Bartolomeo, Giovanni & D'Imperio, Paolo & Felici, Francesco, 2022. "The fiscal response to the Italian COVID-19 crisis: A counterfactual analysis," Journal of Macroeconomics, Elsevier, vol. 73(C).

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:spr:irpnmk:v:19:y:2022:i:1:d:10.1007_s12208-021-00289-0. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If CitEc recognized a bibliographic reference but did not link an item in RePEc to it, you can help with this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Sonal Shukla or Springer Nature Abstracting and Indexing (email available below). General contact details of provider: http://www.springer.com .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.