Post-arousal (Graph1) vs. Study 1 Pre-arousal H1a Brand recall Higher in Supported 2) post-arousal H1b Ad recall Not significant Supported difference Study 1 High arousal peak H2a Brand recall Higher in Supported (Graph 3) post-arousal H2b Ad recall Not significant Supported difference Study 2 Far from arousal H3a Brand recall Higher in Not supported (Graph 4) post-arousal H3b Ad recall Not significant Supported difference 3. Preliminary results The preliminary findings of our research have management implications specifically remarkable for advertising design. Initially, our studies supports that a high arousal scene increase advertising effectiveness but only depending on ad sequential order design. Our conclusions that a higher brand recall is achieved when the logo brand is presented after a high arousal stimulus suggest that the principal information that advertisers aims to communicate should be placed after this high arousal stimulus. … Acknowledgments: The authors gratefully acknowledge the financial support …. References Aaker, D. A., D. M. Stayman, and M. R. Hagerty. 1986. in advertising: “Warmth Measurement, impact, and sequence effects.” 12 Journal of Consumer Research (4): 365-381. Ariely, D., and G. S. Berns. 2010. the hope and hype of “Neuromarketing: neuroimaging in business.” 11 (4): 284-292. Nature Reviews Neuroscience Astolfi, L., F. De Vico Fallani, F. Cincotti, D. Mattia, L. Bianchi, M. G. Marciani, and F. Babiloni. 2008. basis for brain responses to TV commercials: a “Neural EEG study.” Neural Systems and Rehabilitation Engineering, IEEE 16 (6): 522-531. Transactions on Boucsein, W. 1992. activity.” New York: Plenum University Press. “Electrodermal Damasio, A. 2008. error: Emotion, reason and the human brain.” Random “Descartes' House. ZenithOptimedia. 2013. Expenditure Forecasts September 2013”. Accesed “Advertising Dicember 5.
Post-arousal (Graph1) vs. Study 1 Pre-arousal 2) H1a Brand recall Higher in post-arousal Supported H1b Ad recall Not significant difference Supported Study 1 High arousal peak (Graph 3) H2a Brand recall Higher in post-arousal Supported H2b Ad recall Not significant difference Supported Study 2 Far from arousal (Graph 4) H3a Brand recall Higher in post-arousal Not supported H3b Ad recall Not significant difference Supported 3. Preliminary results The preliminary findings of our research have management implications specifically remarkable for advertising design. Initially, our studies supports that a high arousal scene increase advertising effectiveness but only depending on ad sequential order design. Our conclusions that a higher brand recall is achieved when the logo brand is presented after a high arousal stimulus suggest that the principal information that advertisers aims to communicate should be placed after this high arousal stimulus. … Acknowledgments: The authors gratefully acknowledge the financial support …. References Aaker, D. A., D. M. Stayman, and M. R. Hagerty. 1986. “Warmth in advertising: Measurement, impact, and sequence effects.” Journal of Consumer Research 12 (4): 365-381. Ariely, D., and G. S. Berns. 2010. “Neuromarketing: the hope and hype of neuroimaging in business.” Nature Reviews Neuroscience 11 (4): 284-292. Astolfi, L., F. De Vico Fallani, F. Cincotti, D. Mattia, L. Bianchi, M. G. Marciani, and F. Babiloni. 2008. “Neural basis for brain responses to TV commercials: a EEG study.” Neural Systems and Rehabilitation Engineering, IEEE Transactions on 16 (6): 522-531. Boucsein, W. 1992. “Electrodermal activity.” New York: Plenum University Press. Damasio, A. 2008. “Descartes' error: Emotion, reason and the human brain.” Random House. ZenithOptimedia. 2013. “Advertising Expenditure Forecasts September 2013”. Accesed Dicember 5.
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