文章基本信息

标题：The Role of the Emotional Sequence in the Communication of the Territorial Cheeses: A Neuromarketing Approach
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作者：Vincenzo Russo ; Marco Bilucaglia ; Riccardo Circi 等
期刊名称：Foods
电子版ISSN：2304-8158
出版年度：2022
卷号：11
期号：15
DOI：10.3390/foods11152349
语种：English
出版社：MDPI Publishing
摘要：Over the past few years, many studies have shown how territoriality can be considered a driver for purchasing agri-food products. Products with certification of origin are perceived as more sustainable, safer and of better quality. At the same time, producers of traditional products often belong to small entities that struggle to compete with large multinational food corporations, having less budget to allocate to product promotion. In this study, we propose a neuromarketing approach, showing how the use of these techniques can help in choosing the most effective commercial in terms of likeability and ability to activate mnemonic processes. Two commercials were filmed for the purpose of this study. They differed from each other in terms of emotional sequence. The first aimed primarily at eliciting positive emotions derived from the product description. The second aimed to generate negative emotions during the early stages, highlighting the negative consequences of humans’ loss of contact with nature and tradition and then eliciting positive emotions by presenting cheese production using traditional techniques as a solution to the problem. Based on the literature on the emotional sequences in social advertising, we hypothesised that the second commercial would generate an overall better emotional reaction and activate mnemonic processes to a greater extent. Our results partially support the research hypotheses, providing useful insights both to marketers and for future research on the topic.
关键词：emotions;neuromarketing;traditional cheese;territoriality;agri-food products