Evaluating the neural mechanisms of exposure and retrieval of hedonic and utilitarian banners: A fMRI study
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Message effectsHedonic bannersUtilitarian bannersNeuroimagingMemory encodingMemory retrieval
Luis-Alberto Casado-Aranda, Juan Sánchez-Fernández, Nathalie García, Evaluating the neural mechanisms of exposure and retrieval of hedonic and utilitarian banners: A fMRI study, Computers in Human Behavior, Volume 134, 2022, 107317, ISSN 0747-5632, [https://doi.org/10.1016/j.chb.2022.107317]
PatrocinadorJunta de Andalusia through FEDER B-SEJ-220-UGR18; Fundacion Ramon Areces CISP18A6208; Plan of the Vice-rectorate of Research of the UGR 82 Universidad de Granada/CBUA A-SEJ-426-UGR20
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.