The number of Non-Profit Organisations (NPOs) has increased in the past years, and they rely on advertising to communicate their causes. Although the effectiveness of NPO advertising has been studied previously, there is still no consensus about which appeal (emotionally positive or negative) increases its effectiveness. On the other hand, the most prevalent research approaches to NPO advertising are traditional research methodologies based on declarative techniques. So, the purpose of this study is to identify which appeal (positive or negative) in NPO advertising is more effective at the three levels of effectiveness (perceptual or communicational effectiveness, psychological or attitudinal effectiveness and behavioural effectiveness), providing a new approach based on the analysis of consumers' unconscious responses to advertising. We conducted an experiment with 113 participants whose neurophysiological responses were evaluated through electroencephalogram (EEG) and eye tracking (ET) while they watched NPO advertisements with a randomly assigned emotional appeal (positive or negative). In addition, a survey revealed behavioural responses. The results showed that considering the psychological or attitudinal effectiveness, positively framed ads are more effective, as there is a positive effect on attitudes towards the ad and a higher positive emotional valence. On the other hand, in perceptual effectiveness, where attention is considered an important variable, the negatively framed ads showed more significant time in the area of interest (AOI) of the image area of the ad, and longer time in the AOI text was observed for positively framed ads. Furthermore, regarding behavioural effectiveness, negatively framed ads seem more effective in eliciting actual donations. The results suggest that a positive appeal is more effective in generating a more positive attitude and a positive emotional valence towards the advertisement, which could benefit the NPO in the long term. But a negative appeal is more effective if the goal is to achieve immediate donations. 相似文献
This study uses neuroimaging methods to identify patterns of brain activation among sport fans in reaction to team stimuli. In a whole-brain analysis without selected regions in advance, the purposes were to identify the structures involved when fans are exposed to positive, neutral, and negative events and to learn what events activate more limbic networks. A total of 53 individuals participated in and functional magnetic resonance imaging experiment involving the presentation of videos in various situations. Findings indicate the activation of the cingulate gyrus and other structures of the limbic system, as the hippocampus and parahippocampus. We also found involvement of the ventral tegmental area of the reward system. Additionally, brain activity in emotional regulation and memory areas were more influenced by positive than neutral and negative videos. It was also found the involvement of other areas not directly included in the limbic or reward systems. This study provides the neural basis of fan reactions to team-related stimuli. Sport clubs should be aware that negative content seems to be suppressed from emotional memory and positive videos trigger more emotion and memory areas than neutral and negative videos. 相似文献
The purpose was to find better augmented visual feedback frequency (100% or 67%) for learning a balance task in adolescents. Thirty subjects were divided randomly into a control group, and 100% and 67% feedback groups. The three groups performed pretest (3 trials), practice (12 trials), posttest (3 trials) and retention (3 trials, 24 hours later). The reduced feedback group showed lower RMS in the posttest than in the pretest (p = 0.04). The control and reduced feedback groups showed significant lower median frequency in the posttest than in the pretest (p < 0.05). Both feedback groups showed lower values in retention than in the pretest (p < 0.05). Even when the effect of feedback frequency could not be detected in motor learning, 67% of the feedback was recommended for motor adaptation. 相似文献
To understand recent anti-refugee protests in Europe, we examined how different levels of inclusiveness of group identities (national, European, and global) are related to intentions to protest among native Europeans. We focused on the mediating role of autochthony (a belief that the first inhabitants of a territory are more entitled) and the moderating role of threat. Survey data from 11 European countries (N =1,909) showed that national identification was positively associated with autochthony, and therefore, with the intention to protest against refugees. In contrast, global identification was related to lower protest intentions via lower autochthony. These paths were found only among Europeans who perceived refugees as a threat. European identification was not related to the endorsement of autochthony or to collective action. These findings indicate why and when majority members are willing to participate in collective action against refugees, and underscore the importance of global identification in the acceptance of refugees. 相似文献
Neuropsychology Review - Functional neuroimaging techniques (i.e. single photon emission computed tomography, positron emission tomography, and functional magnetic resonance imaging) have been used... 相似文献
There is a need to explore variations in children’s safety perceptions for different settings (home, school and neighbourhood) and their relationship with subjective well-being (this including satisfaction with safety and satisfaction with life as whole) by comparing a variety of cultural contexts. A further objective is to explore to what extent gender, age group (10 and 12-year-olds) and level of SWB (measured using the SLSS -Student’s Life Satisfaction Scale- and the BMSLSS -Brief Multidimensional Student’s Life Satisfaction Scale) play a role in this prediction. Results obtained through binary logistic models with samples from Spain (n = 2,724), Algeria (n = 2432), South Africa (n = 2192) and Israel (n = 1914), show that children’s perceptions of safety are predicted by their different perceptions and evaluations of school, home and the nearby area. Perceptions of safety in the nearby area and satisfaction with safety (O.R. = 1.080) contribute to predicting higher levels of satisfaction with life as a whole to a greater extent than scores on the SLSS (O.R. = 1.036) and the BMSLSS (O.R. = 1.050) scales. The country participants live in (especially when combined with satisfaction with safety) and, to a lesser extent gender, also make important contributions. The age group they belong to plays a significant role in predicting higher perceptions of safety at home, in the area nearby, at school, and in predicting higher satisfaction with safety. Results open the door to the introduction of specific interventions (e.g. improving parent-child communication, enhancing public spaces for children to play and promoting children’s participation at school), aimed at promoting higher satisfaction with safety and also indirectly at higher satisfaction with life as a whole, on the basis of achieving positive changes of those factors which make the highest contribution.
Although the relationship between cholesterol and mood states (especially anxiety) has been well studied, few researches have included the role of eating styles in this relationship. This study explored the associations among eating styles, negative emotional symptoms, and levels of cholesterol (and other medical variables) in a population with hypertension and overweight or obesity, analyzing the possible mediation mechanisms involved. A cross-sectional study was conducted in 68 adults with hypertension and overweight/obesity, and stepwise multiple regression analysis and mediation analyses were carried out to test the hypothesis that eating styles mediate the relationship between negative emotional symptoms and cholesterol. Several significant correlations among age, anthropometric, medical, and psychological variables (eating styles and negative emotional symptoms) were found. There was a significant indirect effect of anxiety on total cholesterol and LDL cholesterol through emotional eating. Results suggest that emotional eating has a relevant role in the rise in total and LDL cholesterol, acting as a mediator in the relationship between anxiety and cholesterol. This finding could have important implications, since it introduces a new variable in the relationship between emotions and cholesterol and, therefore, changes the way of understanding this relationship, and of treating high cholesterol in a hypertensive sample. 相似文献
The diversity of sexual behaviors is driven by multiple determinants, including physiological, cultural, educational, and sociological factors. However, the definition of sexual behavior profiles has been barely addressed from a comprehensive point of view. We aimed to develop a multidisciplinary questionnaire for defining individual sexual behavior profiles. The questionnaire was developed by a panel of experts with research experience in the fields of urology, gynecology, psychology, anthropology, and sexology. The list of items was defined in a focus group session and was based on four categories—family-oriented, loving, recreational, and functional—resulting from the combination of two axes: traditional versus non-traditional and sexual benefit versus extra-sexual benefit. Real-time Delphi dynamics was used to assign a weight to each question and a bias to the corresponding responses. The final questionnaire included 50 items considered relevant for describing sexual profiles; the final questionnaire was named SEX360. Of the 50 items included in SEX360, 14 were considered essential for computing the final score; 9 of them were associated with 2 categories, 4 of them with 4 categories, and 1 of them with 3. Nine items referred to the category “family-oriented”, 10 to “loving”, 8 to “recreational”, and 9 to “functional”. The weights assigned to each question ranged from 3.00 to 4.33, and the centers of gravity ranged from 1 to 4. The questionnaire proposed shows the existence of a vast diversity of sexual behavior profiles and may serve as a tool for sexual behavior research. 相似文献