IDEAS home Printed from https://ideas.repec.org/a/spr/irpnmk/v21y2024i3d10.1007_s12208-024-00399-5.html
   My bibliography  Save this article

Neurometric and biometric measurement of the effectiveness of covid-19-related public service announcements

Author

Listed:
  • Hazal Duman Alptekin

    (KTO Karatay University)

  • Nihan Tomris Kucun

    (KTO Karatay University)

  • Merve Kurt

    (Eskişehir Osmangazi University Cognitive Behavioral Application and Research Center, Eskisehir Osmangazi University)

  • Behcet Yalin Ozkara

    (Eskisehir Osmangazi University)

Abstract

This research aims to examine the effects of public service advertisements on individuals in Turkey in order to ensure vaccine acceptance during the pandemic. For the relevant objective, a mixed methodology was utilized. In the first phase of the research, 25 public service announcements published during the pandemic were subjected to a classical rhetorical analysis to emphasize the discourse strategy that they reflect. Rhetorical analysis revealed that 46.16% of the examined PSAs feature logical discourse (logos), 29.5% feature emotional discourse (pathos), and 22.2% feature moral discourse (ethos). In the second phase of the research, neurometric (EEG) and biometric (GSR, Eye Tracking) measurement instruments were used to assess the impact of each persuasion strategy identified through rhetorical analysis on individuals. The results of an experiment with 69 participants showed that the emotional discourses (pathos) in PSAs have a greater impact on viewers’ cognitive performance and attention. In particular, it was determined that the n400 potential was activated in the brains of the participants in response to PSAs which represent pathos rhetoric, and that their biometric responses based on eye movements and electrification on the skin differed in the 400–600 ms range. Consequently, it is anticipated that the current study will benefit from two aspects. First, within the scope of the examined literature, this study is the first to combine neurometric measurement with a rhetorically-based qualitative analysis. It is anticipated that the related mixed methodology will offer researchers an alternative viewpoint. Second, it is anticipated that the findings will contribute to the understanding of how society can be persuaded to adopt the appropriate behavior patterns in situations such as a global pandemic, as well as the impact of discourse strategies on individuals.

Suggested Citation

  • Hazal Duman Alptekin & Nihan Tomris Kucun & Merve Kurt & Behcet Yalin Ozkara, 2024. "Neurometric and biometric measurement of the effectiveness of covid-19-related public service announcements," International Review on Public and Nonprofit Marketing, Springer;International Association of Public and Non-Profit Marketing, vol. 21(3), pages 625-643, September.
    • Handle: RePEc:spr:irpnmk:v:21:y:2024:i:3:d:10.1007_s12208-024-00399-5
    DOI: 10.1007/s12208-024-00399-5
    as

    Download full text from publisher

    File URL: http://link.springer.com/10.1007/s12208-024-00399-5
    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/s12208-024-00399-5?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. Hansen, Flemming, 2005. "Distinguishing between feelings and emotions in understanding communication effects," Journal of Business Research, Elsevier, vol. 58(10), pages 1426-1436, October.
    2. Safiye Özge Subaşı & Tüzin Baycan, 2022. "Impacts of the COVID-19 pandemic on private rental housing prices in Turkey," Asia-Pacific Journal of Regional Science, Springer, vol. 6(3), pages 1177-1193, October.
    3. Liu Yang & Yang Ren, 2020. "Moral Obligation, Public Leadership, and Collective Action for Epidemic Prevention and Control: Evidence from the Corona Virus Disease 2019 (COVID-19) Emergency," IJERPH, MDPI, vol. 17(8), pages 1-16, April.
    4. Ari-Veikko Anttiroiko, 2021. "Successful Government Responses to the Pandemic: Contextualizing National and Urban Responses to the COVID-19 Outbreak in East and West," International Journal of E-Planning Research (IJEPR), IGI Global, vol. 10(2), pages 1-17, April.
    5. Zahirul Hoque & Kate Mai & Esin Ozdil, 2022. "Accounting as rhetorical devices during the COVID-19 pandemic: evidence from Australian universities," Journal of Public Budgeting, Accounting & Financial Management, Emerald Group Publishing Limited, vol. 34(6), pages 168-192, March.
    6. Julio Emilio Marco-Franco & Pedro Pita-Barros & David Vivas-Orts & Silvia González-de-Julián & David Vivas-Consuelo, 2021. "COVID-19, Fake News, and Vaccines: Should Regulation Be Implemented?," IJERPH, MDPI, vol. 18(2), pages 1-11, January.
    7. Christopher Ansell & Eva Sørensen & Jacob Torfing, 2021. "The COVID-19 pandemic as a game changer for public administration and leadership? The need for robust governance responses to turbulent problems," Public Management Review, Taylor & Francis Journals, vol. 23(7), pages 949-960, July.
    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. Moon-Hyun Kim & Jiwon Lee & Hee-Jin Oh & Tsolmon Bayarsaikhan & Tae-Hyoung Tommy Gim, 2023. "A modeling study of the effect of social distancing policies on the early spread of coronavirus disease 2019: a case of South Korea," The Annals of Regional Science, Springer;Western Regional Science Association, vol. 71(1), pages 225-242, August.
    2. Xia, Huosong & Wang, Yuan & Zhang, Justin Zuopeng & Zheng, Leven J. & Kamal, Muhammad Mustafa & Arya, Varsha, 2023. "COVID-19 fake news detection: A hybrid CNN-BiLSTM-AM model," Technological Forecasting and Social Change, Elsevier, vol. 195(C).
    3. Abdallah Shanableh & Rami Al-Ruzouq & Mohamad Ali Khalil & Mohamed Barakat A. Gibril & Khaled Hamad & Mohamad Alhosani & Mohammed Hashem Stietiya & Mayyada Al Bardan & Saeed Al Mansoori & Nezar Atalla, 2022. "COVID-19 Lockdown and the Impact on Mobility, Air Quality, and Utility Consumption: A Case Study from Sharjah, United Arab Emirates," Sustainability, MDPI, vol. 14(3), pages 1-24, February.
    4. Peng Cui & Ping Zou & Xuan Ju & Yi Liu & Yalu Su, 2022. "Research Progress and Improvement Ideas of Anti-Epidemic Resilience in China’s Urban Communities," IJERPH, MDPI, vol. 19(22), pages 1-15, November.
    5. Principe, Francesco & Weber, Guglielmo, 2023. "Online health information seeking and Covid-19 vaccine hesitancy: Evidence from 50+ Europeans," Health Policy, Elsevier, vol. 138(C).
    6. Seng Boon Lim & Jalaluddin Abdul Malek & Md Farabi Yussoff Md Yussoff & Tan Yigitcanlar, 2021. "Understanding and Acceptance of Smart City Policies: Practitioners’ Perspectives on the Malaysian Smart City Framework," Sustainability, MDPI, vol. 13(17), pages 1-31, August.
    7. Sergio Segado-Fernández & María del Carmen Lozano-Estevan & Beatriz Jiménez-Gómez & Carlos Ruiz-Núñez & Pedro Jesús Jiménez Hidalgo & Invención Fernández-Quijano & Liliana González-Rodríguez & Azucena, 2022. "Health Literacy and Critical Lecture as Key Elements to Detect and Reply to Nutrition Misinformation on Social Media: Analysis between Spanish Healthcare Professionals," IJERPH, MDPI, vol. 20(1), pages 1-12, December.
    8. Aidha Auliah & Gunawan Prayitno & Ismu Rini Dwi Ari & Rahmawati & Lusyana Eka Wardani & Christia Meidiana, 2022. "The Role of Social Capital Facing Pandemic COVID-19 in Tourism Village to Support Sustainable Agriculture (Empirical Evidence from Two Tourism Villages in Indonesia)," Economies, MDPI, vol. 10(12), pages 1-20, December.
    9. Tüzin Baycan & Suat Tuysuz, 2022. "Special Feature on social, economic, and spatial impacts of COVID-19 pandemic in Turkey," Asia-Pacific Journal of Regional Science, Springer, vol. 6(3), pages 1041-1051, October.
    10. Lei Jiang & Yujia Huang & Haonan Cheng & Ting Zhang & Lei Huang, 2021. "Emergency Response and Risk Communication Effects of Local Media during COVID-19 Pandemic in China: A Study Based on a Social Media Network," IJERPH, MDPI, vol. 18(20), pages 1-16, October.
    11. Rosell, Jordi, 2023. "Did governments neglect the environment during the COVID-19 pandemic? An empirical analysis of green public procurement," Economic Analysis and Policy, Elsevier, vol. 80(C), pages 835-849.
    12. Reimann, Martin & Bechara, Antoine, 2010. "The somatic marker framework as a neurological theory of decision-making: Review, conceptual comparisons, and future neuroeconomics research," Journal of Economic Psychology, Elsevier, vol. 31(5), pages 767-776, October.
    13. Magdalena Potz & Solange Hernandez & Sarah Serval, 2024. "From Wicked Problems to the Wickedization of Solutions: The Case of the French Citizens Convention for Climate," Post-Print hal-04714400, HAL.
    14. Sungjoo Choi & Soonae Park, 2023. "Governmental Transformation in the Era of the Post Pandemic: Analyzing the Impacts of the Pandemic on Organizational Cultural Change in Government," Public Organization Review, Springer, vol. 23(2), pages 451-467, June.
    15. Gedion Onyango, 2024. "The Post-COVID-19 Economic Recovery, Government Performance and Lived Poverty Conditions in Kenya," Public Organization Review, Springer, vol. 24(1), pages 369-387, March.
    16. Joon Woo Yoo & Junsung Park & Jong Ho Lee & Heejun Park, 2022. "Recovering from the COVID-19 shock: the role of risk perception and perceived effectiveness of protective measures on travel intention during the pandemic," Service Business, Springer;Pan-Pacific Business Association, vol. 16(3), pages 557-580, September.
    17. Trivedi, Rohit H. & Teichert, Thorsten, 2019. "The effect of ad smiles on consumer attitudes and intentions: Influence of model gender and consumer gender," Journal of Business Research, Elsevier, vol. 99(C), pages 197-205.
    18. Michael O’Donnell & Sue Williamson & Michael Johnson, 2022. "Introduction to the Themed collection: Public sector employment relations in turbulent times," The Economic and Labour Relations Review, , vol. 33(1), pages 12-17, March.
    19. Lei Chen & Hongxia Li & Fangyuan Tian & Can Xie & Lin Zhao, 2023. "Research on Psychological Crisis Intervention Strategies under Emergencies: An Analysis Based on the Four-Party Evolutionary Game," Sustainability, MDPI, vol. 15(21), pages 1-28, October.
    20. Hong, Jimin & Kim, Kyungsun & Seog, S. Hun, 2024. "Private efforts, public test policy and insurance against pandemic health risks," Pacific-Basin Finance Journal, Elsevier, vol. 85(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:21:y:2024:i:3:d:10.1007_s12208-024-00399-5. 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.