RT journal article
T1 Environmental concern as a moderator of information processing: A fMRI study
A1 Gómez Carmona, Diego
A1 Marín Dueñas, Pedro Pablo
A1 Cano Tenorio, Rafael
A1 Serrano Domínguez, César
A1 Muñoz-Leiva, Francisco
A1 Liébana-Cabanillas, Francisco
A2 Marketing y Comunicación
K1 Neuromarketing
K1 Valence
K1 Environmental concern
K1 Persuasion
AB The psychological processes that predict behaviour can be influenced by the approaches taken in environmental awareness messages. The persuasiveness generated by different approaches depends on the environmental concern of viewers. The study identifies brain regions active while processing positive advertisements. It also studies brain activity in subjects with high (vs low) environmental concern while processing positive ads. In addition, it relates the brain activity evoked in response to positive ads which predicts more significant attitudes toward the ads, in subjects with great environmental concern. The results indicate that positive messages activate regions linked to self-value and societal benefit in those subjects who are more concerned. We found a stronger effect in regions linked to an emotional response in viewers with greater environmental concern. The identified emotional response may precede higher attitudinal ratings.
PB ELSEVIER
SN 0959-6526
YR 2022
FD 2022-10
LK http://hdl.handle.net/10498/27507
UL http://hdl.handle.net/10498/27507
LA eng
DS Repositorio Institucional de la Universidad de Cádiz
RD 08-nov-2026