Do negative emotions in social advertising really work? Confrontation of classic vs. EEG reaction toward advertising that promotes safe driving.
Accidents, Traffic
/ prevention & control
Adult
Advertising
/ methods
Alpha Rhythm
Automobile Driving
/ psychology
Beta Rhythm
Brain
/ physiology
Electroencephalography
Emotions
Female
Humans
Male
Mass Media
Middle Aged
Persuasive Communication
Poland
Psychophysiology
Risk Reduction Behavior
Safety
Social Media
Journal
PloS one
ISSN: 1932-6203
Titre abrégé: PLoS One
Pays: United States
ID NLM: 101285081
Informations de publication
Date de publication:
2020
2020
Historique:
received:
31
01
2020
accepted:
26
04
2020
entrez:
16
5
2020
pubmed:
16
5
2020
medline:
8
8
2020
Statut:
epublish
Résumé
Social campaigns are persuasive messages that attempt to communicate positive ideas and practices. One of the main challenges in designing effective social campaigns is the need to compete with other advertisements for viewers' attention. One of the most widely used methods of drawing attention to social advertising is the use of negative emotions. However, the effectiveness of negative emotional appeals in social campaigns is still a topic of debates. The aim of the study was to use both declarative and neural (EEG) measures to examine whether increasing the intensity of negative emotions in a social campaign enhances its effectiveness linearly or only to a certain level (curvilinear relation). The experimental study was conducted (N = 62) with road safety campaign, using three different levels of negative emotional intensity. The results showed that even though advertising with the strongest negative stimuli evoked the strongest negative emotions, it had no significantly stronger influence on behavioral intention (driving less risky) than moderately negative stimuli. Moreover, neural reaction to the negative stimuli in advertising depended on driving style-people with risky driving style payed less attention to more threatening message (higher beta oscillations).
Identifiants
pubmed: 32413058
doi: 10.1371/journal.pone.0233036
pii: PONE-D-20-02897
pmc: PMC7228072
doi:
Types de publication
Journal Article
Research Support, Non-U.S. Gov't
Langues
eng
Sous-ensembles de citation
IM
Pagination
e0233036Déclaration de conflit d'intérêts
The authors have declared that no competing interests exist.
Références
Accid Anal Prev. 2009 Mar;41(2):276-85
pubmed: 19245886
Psychol Bull. 1969 Dec;72(6):426-44
pubmed: 4905677
Cancer Causes Control. 2017 Apr;28(4):351-360
pubmed: 28255678
J Appl Psychol. 1999 Jun;84(3):403-15
pubmed: 10380420
Addict Biol. 2015 Mar;20(2):368-76
pubmed: 24330194
J Cogn Neurosci. 2008 Sep;20(9):1595-610
pubmed: 18345985
Psychophysiology. 2008 Jan;45(1):11-9
pubmed: 17910730
Soc Cogn Affect Neurosci. 2016 Feb;11(2):204-14
pubmed: 26400858
Comput Math Methods Med. 2014;2014:912981
pubmed: 25147579
Electroencephalogr Clin Neurophysiol Suppl. 1999;52:3-6
pubmed: 10590970
J Abnorm Psychol. 1953 Jan;48(1):78-92
pubmed: 13022199
Behav Brain Funct. 2014 Aug 12;10:27
pubmed: 25118071
Health Commun. 2015;30(2):114-24
pubmed: 25470436
J Health Psychol. 2017 Oct;22(12):1534-1551
pubmed: 26908587
Biol Psychol. 2010 Jul;84(3):451-62
pubmed: 19733618
Front Hum Neurosci. 2018 Aug 29;12:231
pubmed: 30210322
BMC Public Health. 2012 May 14;12:352
pubmed: 22583956
Biol Psychol. 2004 Oct;67(1-2):219-33
pubmed: 15130532
Psychol Bull. 2015 Nov;141(6):1178-204
pubmed: 26501228
J Appl Psychol. 1993 Feb;78(1):129-40
pubmed: 8449851
Soc Sci Med. 2009 Mar;68(6):1006-12
pubmed: 19181428
Accid Anal Prev. 1999 May;31(3):243-52
pubmed: 10196601
Health Educ Behav. 2000 Oct;27(5):591-615
pubmed: 11009129
J Neurosci Methods. 2006 Dec 15;158(2):300-12
pubmed: 16828877
Psychol Rev. 1995 Jan;102(1):4-27
pubmed: 7878162
Cogn Affect Behav Neurosci. 2012 Mar;12(1):16-33
pubmed: 22160843
Health Commun. 2017 Nov;32(11):1319-1330
pubmed: 27690639
J Pers Soc Psychol. 1987 Jun;52(6):1061-86
pubmed: 3598857
Ergonomics. 1990 Oct-Nov;33(10-11):1315-32
pubmed: 20073122
Int J Psychol. 2014 Apr;49(2):80-8
pubmed: 24811878
Med Biol Eng Comput. 2011 May;49(5):579-83
pubmed: 21327841
J Pers Soc Psychol. 1990 Feb;58(2):330-41
pubmed: 2319445
Accid Anal Prev. 2007 Jan;39(1):6-15
pubmed: 16890180
Health Commun. 2010 Dec;25(8):726-36
pubmed: 21153989
PLoS One. 2017 Sep 14;12(9):e0184415
pubmed: 28910317
Health Educ Res. 2001 Jun;16(3):307-19
pubmed: 11497114
Soc Cogn Affect Neurosci. 2013 Jun;8(5):523-30
pubmed: 22349800
Am J Public Health. 2009 Dec;99(12):2217-23
pubmed: 19833980
J Pers Soc Psychol. 1973 May;26(2):301-8
pubmed: 4144987
Accid Anal Prev. 2012 Mar;45:718-25
pubmed: 22269562
Accid Anal Prev. 2017 Mar;100:65-74
pubmed: 28119216
Psychophysiology. 2012 Aug;49(8):1145-53
pubmed: 22646720
Health Educ Behav. 2000 Dec;27(6):780-95
pubmed: 11104375
Annu Rev Neurosci. 2000;23:155-84
pubmed: 10845062
Neuroimage. 2015 Oct 1;119:13-9
pubmed: 26070260
Curr Opin Neurobiol. 2010 Apr;20(2):156-65
pubmed: 20359884
Ergonomics. 1998 Jan;41(1):39-56
pubmed: 9468806
PLoS One. 2013 May 17;8(5):e62821
pubmed: 23690955
Neuroimage. 2012 Apr 15;60(3):1678-85
pubmed: 22330314
J Health Commun. 2004 May-Jun;9(3):259-74
pubmed: 15360037
Health Psychol. 2010 Jul;29(4):346-54
pubmed: 20658820
Health Psychol Rev. 2013 May;7(Suppl 1):S8-S31
pubmed: 23772231
Sci Rep. 2015 Oct 23;5:14400
pubmed: 26494309