Effect of emotion induction on potential consumers’ visual attention in beer advertisements: a neuroscience study

Abstract

Purpose The study aims to evaluate the effect of inducing emotions (neutral, joy and fear) on the level of visual attention in beer advertisements. Design/methodology/approach A between-subject experimental study with a multi-method design was carried out using three neuroscience equipment concomitantly. The electroencephalogram and the electrical conductance sensor on the skin were used to assess the emotions induced in the individuals, while eye-tracking was used to assess the visual attention to beer advertisements. Three independent groups were formed. Each group was induced to one emotion (neutral, joy or fear), and then the level of visual attention was observed in ten stimuli of beer advertisements. Findings The results revealed that the induction of joy increased the visual attention to the brand name, while the induction of fear increased the visual attention to both the brand name and product packaging but reduced the visual attention to human faces within the ads. Research limitations/implications This paper extends the literature, and to the best of the authors’ knowledge, it is the first study to indicate that induced emotions before ad viewing influence potential consumers’ visual attention. Practical implications The findings can serve as a basis for developing advertising campaigns that use emotion induction before ad viewing to increase the visual attention of potential consumers. Originality/value To the best of the authors’ knowledge, this is the first study to investigate whether the emotion induction that happens before ad viewing can impact the level of visual attention to advertisements. The study also provides clear and comprehensible implications from marketing practices to improve visual attention to ads.