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- W4225308897 abstract "In pandemic times, taking advantage of COVID-19-elicited emotions in commercials has been a popular tactic employed by corporations to build successful consumer engagement and, hopefully, increase sales. The present study investigates whether COVID-19-related emotional communication affects the consumer’s emotional response and the approach/avoidance motivation toward the brand—measured as a function of brain hemodynamic changes—as well as the purchase intentions. The functional Near-Infrared Spectroscopy (fNIRS) was employed to record neural correlates from the prefrontal cortex while the experimental and control groups were observing respectively COVID-19-related and unrelated advertisements (ads). The hemodynamic patterns suggest that COVID-19-related ads may promote deeper emotional elaboration, shifting consumers’ attention from the semantic meaning to the affective features and perhaps supporting a more favorable brand evaluation. Conversely, purchase intentions were only related to the pre-existing level of brand engagement. The findings suggest that leveraging the negative emotional potential of COVID-19 may not shift the explicit purchase intentions but could nonetheless boost emotional engagement, benefitting the final evaluation of the brand at an implicit level." @default.
- W4225308897 created "2022-05-05" @default.
- W4225308897 creator A5030794143 @default.
- W4225308897 creator A5048276247 @default.
- W4225308897 date "2022-05-03" @default.
- W4225308897 modified "2023-09-30" @default.
- W4225308897 title "ADV at the Time of COVID-19 Brain Effect between Emotional Engagement and Purchase Intention" @default.
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- W4225308897 doi "https://doi.org/10.3390/brainsci12050593" @default.
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- W4225308897 hasPublicationYear "2022" @default.
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