Author:
Acconito Carlotta,Angioletti Laura,Balconi Michela
Abstract
By combining words and images that impact emotions and generate empathetic storytelling, advertising (ADV) has evolved into a form of communication for promoting consumer awareness, positive social change, and ADV-related decisional processes, even on topics of high-social relevance such as crisis communication. This study explored consumers’ emotional and cognitive responses to crisis-related ADVs using implicit (autonomic) and explicit (self-report) measurements. Nineteen participants watched twelve high-impact social communications about Covid-19, personal health, safety, and prosociality, while autonomic and self-report data were collected. Personal health, safety, and prosociality had higher skin conductance than Covid-19 stimuli, indicating higher arousal and engagement. Personal health reported lower heart rate variability values than Covid-19, suggesting greater emotional reactions for personal health topics, but also lesser mental load for Covid-19 stimuli. Self-report results confirmed autonomic findings. In conclusion, communications about personal health, safety, and prosociality generate higher emotional impact and allow for effective storytelling that facilitates viewer identification, developing a high level of empathy.
Publisher
Led Edizioni Universitarie
Subject
Cellular and Molecular Neuroscience,Neuropsychology and Physiological Psychology
Cited by
3 articles.
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