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The impact of emotions on recall: An empirical study on social ads
Author(s) -
Missaglia Anna Laura,
Oppo Annalisa,
Mauri Maurizio,
Ghiringhelli Barbara,
Ciceri Andrea,
Russo Vincenzo
Publication year - 2017
Publication title -
journal of consumer behaviour
Language(s) - English
Resource type - Journals
SCImago Journal Rank - 0.811
H-Index - 43
eISSN - 1479-1838
pISSN - 1472-0817
DOI - 10.1002/cb.1642
Subject(s) - sadness , anger , psychology , recall , valence (chemistry) , neuromarketing , skin conductance , arousal , social psychology , phenomenon , cognitive psychology , developmental psychology , medicine , physics , quantum mechanics , neuroscience , biomedical engineering
Emotions are a complex phenomenon that entails a tricky problem regarding the measurement. To partially overcome this question, we assess emotions both using self‐report and measures commonly used in neuromarketing. This study assesses the accuracy of the recall after 4 months regarding two social advertising videos about female genital mutilation. Forty female participants were recruited. The skin conductance trend of the participants is different when viewing the two videos. The majority of participants (94.9%) reported that the two videos elicited different emotions (sadness for the first video and anger for the second one). Furthermore, according to arousal and valence model, these data are consistent with the literature that underlines the importance of psychophysiological indexes in measuring emotions and their associations with memory performances.