@misc{10481/75289,
year = {2022},
month = {5},
url = {http://hdl.handle.net/10481/75289},
abstract = {Traditional psychological theories of message persuasion typically conclude that messages that are able to
facilitate an optimal allocation of cognitive resources in the audience will increase memory encoding, will be
better retrieved and recalled, and will likely be more persuasive. The growing competition in online advertising
has led to a need to evaluate which type of banners are able to allocate cognitive resources more efficiently, as
this has a positive impact on the ability to remember the banner and potentially increase the purchase frequency
of the advertised product. By means of functional Magnetic Resonance Imaging (fMRI), this study provides the
first evidence of neural differences during the exposure and reimagination of two widely used banner appeals;
namely, hedonic (i.e., banners that vividly emphasize the social, personal, and experiential benefits of buying the
product) and utilitarian (i.e., banners focused on informative, convenient, and functional arguments). Our
findings reveal that, when compared to utilitarian banners, hedonic static advertisements engage stronger
neurocognitive processes, which translate into higher brain activations related to memory encoding and
retrieval, ultimately correlating to higher recall. These findings advise the design of static and hedonic banners to
improve the ad recall.},
organization = {Junta de Andalusia through FEDER	B-SEJ-220-UGR18},
organization = {Fundacion Ramon Areces	CISP18A6208},
organization = {Plan of the Vice-rectorate of Research of the UGR	82
Universidad de Granada/CBUA	
A-SEJ-426-UGR20},
publisher = {Elsevier},
keywords = {Message effects},
keywords = {Hedonic banners},
keywords = {Utilitarian banners},
keywords = {Neuroimaging},
keywords = {Memory encoding},
keywords = {Memory retrieval},
title = {Evaluating the neural mechanisms of exposure and retrieval of hedonic and utilitarian banners: A fMRI study},
doi = {10.1016/j.chb.2022.107317},
author = {Casado Aranda, Luis Alberto and Sánchez Fernández, Juan},
}