Emotional Advertising and Brand Memory: A Neuromarketing Perspective

While a substantial body of research shows that emotionally charged advertising enhances brand recall, the neuromarketing literature still lacks a clear understanding of the precise auditory and visual patterns that facilitate that recall, as well as the effects of emotional charge on brand storytelling. Techniques such as fMRI, EEG, and eye-tracking, alongside biometric indices like electrodermal activity, offer a path forward. These tools allow researchers to observe real-time neural responses during exposure to content with different emotional charges (e.g., joy, sadness, fear, laughter, and anger): which brain areas are activated, which cortical and neocortical areas show greater activity, etc. Beyond immediate neural responses, they also offer a window into the extent to which exposure to advertising content can be used for brand storytelling development.The goal of this Research Topic is to delve deeper into the emotional dimension of advertising and its effects on brand narrative and brand recall from a neuromarketing perspective. We welcome submissions addressing questions such as:• To what extent does emotion in advertising contribute to brand recall?• How does emotional content help brands construct their narrative?• Can we identify specific visual and auditory patterns that facilitate brand recall, and how can such patterns be used to build effective brand storytelling?• What effects do specific emotions (e.g., anger, fear, sadness, joy, and happiness) have on brand recall and storytelling?• Which neuromarketing tools are best suited to investigating these questions?Empirical studies of all kinds (e.g., experimental, descriptive, and causal) are welcome, as are systematic reviews and meta-analyses that enable hypothesis formation and theory building in this evolving field. Topic editors: Alejandro Tapia Frade, Leticia Rodríguez Fernández Source: https://www.frontiersin.org/research-topics/78332/emotional-advertising-and-brand-memory-a-neuromarketing-perspective