{"title":"关键问题的社会表征与社会行动效应:自主系统与自我报告测量","authors":"Carlotta Acconito, L. Angioletti, M. Balconi","doi":"10.7358/neur-2023-033-acc2","DOIUrl":null,"url":null,"abstract":"By combining words and images that impact emotions and generate empathetic storytelling, advertising (ADV) has evolved into a form of communication for promoting consumer awareness, positive social change, and ADV-related decisional processes, even on topics of high-social relevance such as crisis communication. This study explored consumers’ emotional and cognitive responses to crisis-related ADVs using implicit (autonomic) and explicit (self-report) measurements. Nineteen participants watched twelve high-impact social communications about Covid-19, personal health, safety, and prosociality, while autonomic and self-report data were collected. Personal health, safety, and prosociality had higher skin conductance than Covid-19 stimuli, indicating higher arousal and engagement. Personal health reported lower heart rate variability values than Covid-19, suggesting greater emotional reactions for personal health topics, but also lesser mental load for Covid-19 stimuli. Self-report results confirmed autonomic findings. In conclusion, communications about personal health, safety, and prosociality generate higher emotional impact and allow for effective storytelling that facilitates viewer identification, developing a high level of empathy.","PeriodicalId":42015,"journal":{"name":"Neuropsychological Trends","volume":"23 1","pages":""},"PeriodicalIF":0.7000,"publicationDate":"2023-04-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":"1","resultStr":"{\"title\":\"The social representation and social action effect of critical issues: autonomic system and self-report measures\",\"authors\":\"Carlotta Acconito, L. Angioletti, M. Balconi\",\"doi\":\"10.7358/neur-2023-033-acc2\",\"DOIUrl\":null,\"url\":null,\"abstract\":\"By combining words and images that impact emotions and generate empathetic storytelling, advertising (ADV) has evolved into a form of communication for promoting consumer awareness, positive social change, and ADV-related decisional processes, even on topics of high-social relevance such as crisis communication. This study explored consumers’ emotional and cognitive responses to crisis-related ADVs using implicit (autonomic) and explicit (self-report) measurements. Nineteen participants watched twelve high-impact social communications about Covid-19, personal health, safety, and prosociality, while autonomic and self-report data were collected. Personal health, safety, and prosociality had higher skin conductance than Covid-19 stimuli, indicating higher arousal and engagement. Personal health reported lower heart rate variability values than Covid-19, suggesting greater emotional reactions for personal health topics, but also lesser mental load for Covid-19 stimuli. Self-report results confirmed autonomic findings. In conclusion, communications about personal health, safety, and prosociality generate higher emotional impact and allow for effective storytelling that facilitates viewer identification, developing a high level of empathy.\",\"PeriodicalId\":42015,\"journal\":{\"name\":\"Neuropsychological Trends\",\"volume\":\"23 1\",\"pages\":\"\"},\"PeriodicalIF\":0.7000,\"publicationDate\":\"2023-04-01\",\"publicationTypes\":\"Journal Article\",\"fieldsOfStudy\":null,\"isOpenAccess\":false,\"openAccessPdf\":\"\",\"citationCount\":\"1\",\"resultStr\":null,\"platform\":\"Semanticscholar\",\"paperid\":null,\"PeriodicalName\":\"Neuropsychological Trends\",\"FirstCategoryId\":\"1085\",\"ListUrlMain\":\"https://doi.org/10.7358/neur-2023-033-acc2\",\"RegionNum\":0,\"RegionCategory\":null,\"ArticlePicture\":[],\"TitleCN\":null,\"AbstractTextCN\":null,\"PMCID\":null,\"EPubDate\":\"\",\"PubModel\":\"\",\"JCR\":\"Q4\",\"JCRName\":\"PSYCHOLOGY\",\"Score\":null,\"Total\":0}","platform":"Semanticscholar","paperid":null,"PeriodicalName":"Neuropsychological Trends","FirstCategoryId":"1085","ListUrlMain":"https://doi.org/10.7358/neur-2023-033-acc2","RegionNum":0,"RegionCategory":null,"ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":null,"EPubDate":"","PubModel":"","JCR":"Q4","JCRName":"PSYCHOLOGY","Score":null,"Total":0}
The social representation and social action effect of critical issues: autonomic system and self-report measures
By combining words and images that impact emotions and generate empathetic storytelling, advertising (ADV) has evolved into a form of communication for promoting consumer awareness, positive social change, and ADV-related decisional processes, even on topics of high-social relevance such as crisis communication. This study explored consumers’ emotional and cognitive responses to crisis-related ADVs using implicit (autonomic) and explicit (self-report) measurements. Nineteen participants watched twelve high-impact social communications about Covid-19, personal health, safety, and prosociality, while autonomic and self-report data were collected. Personal health, safety, and prosociality had higher skin conductance than Covid-19 stimuli, indicating higher arousal and engagement. Personal health reported lower heart rate variability values than Covid-19, suggesting greater emotional reactions for personal health topics, but also lesser mental load for Covid-19 stimuli. Self-report results confirmed autonomic findings. In conclusion, communications about personal health, safety, and prosociality generate higher emotional impact and allow for effective storytelling that facilitates viewer identification, developing a high level of empathy.