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dc.contributor.authorCasado Aranda, Luis Alberto 
dc.contributor.authorSánchez Fernández, Juan
dc.identifier.citationLuis-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, []es_ES
dc.descriptionThis study was supported by two Excellence Project awarded by the Junta de Andalusia through FEDER [REF: B-SEJ-220-UGR18 and A-SEJ-426-UGR20] , a grant from the Fundacion Ramon Areces [CISP18A6208] and a grant from the Plan of the Vice-rectorate of Research of the UGR [Program 20, application 82] . Funding for open access charge: Universidad de Granada/CBUAes_ES
dc.description.abstractTraditional 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.es_ES
dc.description.sponsorshipJunta de Andalusia through FEDER B-SEJ-220-UGR18es_ES
dc.description.sponsorshipFundacion Ramon Areces CISP18A6208es_ES
dc.description.sponsorshipPlan of the Vice-rectorate of Research of the UGR 82 Universidad de Granada/CBUA A-SEJ-426-UGR20es_ES
dc.rightsAtribución 3.0 España*
dc.subjectMessage effectses_ES
dc.subjectHedonic bannerses_ES
dc.subjectUtilitarian bannerses_ES
dc.subjectMemory encodinges_ES
dc.subjectMemory retrievales_ES
dc.titleEvaluating the neural mechanisms of exposure and retrieval of hedonic and utilitarian banners: A fMRI studyes_ES

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Atribución 3.0 España
Except where otherwise noted, this item's license is described as Atribución 3.0 España