The aim of this paper is to determine whether consu
mers accept new arguments for
choosing a product that adapts to future needs. It
is also seeks to investigate whether the
design of products and their ensuing advertising an
d promotion through a sustainable
approach by means of verbal narrative ads can gener
ate a more positive emotional
response in the future users of the product than wi
th the application of visual narrative
ads.
To this end, an experiment was conducted consisting
in consumers, with and without
experience with the product, watching a promotional
video based on verbal narrative,
created using the new usage scenarios approach, in
which the advantages of a
sustainable product are shown. The neuronal respons
e of the possible users was then
measured by means of the EEG headset. In order to b
e able to establish a comparison,
the same response was also measured in the same con
sumers when they viewed a
commercial video based on visual narrative about a
product with similar characteristics.
The results show, among other conclusions, that vie
wing the verbal narrative ad first
triggers higher emotional values of excitement, bot
h in the short and the long term, as
well as frustration. It is also observed that havin
g no experience with the product causes
higher meditation values.
This can be useful to enterprises both in order to
design their products in such a way as
to orientate them towards consumer concerns, and to
design advertisements in such a
way as to link consumers emotionally with the produ
ct
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