تلفن: ۰۴۱۴۲۲۷۳۷۸۱
تلفن: ۰۹۲۱۶۴۲۶۳۸۴

دانلود رایگان مقاله تاثیر عصبی تبلیغات محیطی: تحلیل FMRI سن صدا و پیکر بندی موقت

عنوان فارسی: تاثیر عصبی تبلیغات محیطی: تحلیل FMRI سن صدا و پیکر بندی موقت
عنوان انگلیسی: Neural effects of environmental advertising: An fMRI analysis of voice age and temporal framing
تعداد صفحات مقاله انگلیسی : 12 تعداد صفحات ترجمه فارسی : ترجمه نشده
سال انتشار : 2018 نشریه : الزویر - Elsevier
فرمت مقاله انگلیسی : PDF کد محصول : E5568
محتوای فایل : PDF حجم فایل : Mb 2
رشته های مرتبط با این مقاله: مدیریت
گرایش های مرتبط با این مقاله: بازاریابی
مجله: نشریه مدیریت محیطی - Journal of Environmental Management
دانشگاه: Department of Marketing and Market Research - University of Granada - Campus Universitario Cartuja - Spain
کلمات کلیدی: تبلیغات محیطی، سن صدا، پیکر موقت، fMRI
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چکیده

abstract

Ecological information offered to society through advertising enhances awareness of environmental issues, encourages development of sustainable attitudes and intentions, and can even alter behavior. This paper, by means of functional Magnetic Resonance Imaging (fMRI) and self-reports, explores the underlying mechanisms of processing ecological messages. The study specifically examines brain and behavioral responses to persuasive ecological messages that differ in temporal framing and in the age of the voice pronouncing them. The findings reveal that attitudes are more positive toward future-framed messages presented by young voices. The whole-brain analysis reveals that future-framed (FF) ecological messages trigger activation in brain areas related to imagery, prospective memories and episodic events, thus reflecting the involvement of past behaviors in future ecological actions. Past-framed messages (PF), in turn, elicit brain activations within the episodic system. Young voices (YV), in addition to triggering stronger activation in areas involved with the processing of high-timbre, high-pitched and high-intensity voices, are perceived as more emotional and motivational than old voices (OV) as activations in anterior cingulate cortex and amygdala. Messages expressed by older voices, in turn, exhibit stronger activation in areas formerly linked to low-pitched voices and voice gender perception. Interestingly, a link is identified between neural and self-report responses indicating that certain brain activations in response to futureframed messages and young voices predicted higher attitudes toward future-framed and young voice advertisements, respectively. The results of this study provide invaluable insight into the unconscious origin of attitudes toward environmental messages and indicate which voice and temporal frame of a message generate the greatest subconscious value.