Measurement of advertising effectiveness of non-profit organizations using positive and negative appeal through neuromarketing techniques. (medicion de la eficacia publicitaria de las organizaciones sin animo de lucro utilizando emociones positivas y negativas a traves de tecnicas de neuromarketing)

• Autores: Pamela Simón Sandoval
• Directores de la Tesis: Jesús García de Madariaga Miranda (dir. tes.)
• Lectura: En la Universidad Complutense de Madrid ( España ) en 2024
• Idioma: español
• Tribunal Calificador de la Tesis: Carmen Abril Barrie (presid.), David Cordón Benito (secret.), Irene Aliagas (voc.), Ingrit Viviana Moya Burgos (voc.), Anna Rogala (voc.)
• Programa de doctorado: Programa de Doctorado en Administración y Dirección de Empresas por la Universidad Complutense de Madrid
• Materias:
  • Ciencias económicas
    • Economía general
      • Comportamiento del consumidor
    • Organización y dirección de empresas
      • Publicidad
• Enlaces
  • Tesis en acceso abierto en: Docta Complutense
• Resumen

  • Non-Profit Organizations (NPOs) play an important role in addressing societal challenges and driving positive change. As NPOs rely on public support and donations to fund their initiatives, effective communication strategies are essential to capture the attention and engagement of potential donors.

    While previous research has explored emotional appeals and visual communication strategies in various advertising contexts, the unique context of non-profit advertising presents distinct challenges and opportunities. NPOs often seek to evoke emotions and foster connections with their causes, aiming to trigger both positive attitudes and tangible support in the form of donations. These studies have yielded conflicting results; some indicate that positive appeals are more effective, while others suggest that negative appeals are more effective. Therefore, this research fills a gap by examining the relationships between emotional valence, visual attention, brand familiarity, donation behaviour and consumer involvement in the context of NPO advertising.

    Objectives and Methodology The primary objectives of this study to investigate the influence of emotional ad framing on consumers' responses including cognitive, affective, and behavioural responses to NPO advertisements. Also, explore the relationship between emotional valence, NPO type, and consumer involvement in shaping visual attention patterns and donation behaviour.

    This research explored the advertising effectiveness of NPOs by employing a combination of neuroscientific tools and traditional research methods. Two comprehensive studies were conducted to examine explicit and implicit responses of consumers to NPO advertisements.

    In the first study, unfamiliar NPOs brand print ads were manipulated in terms of image and message, and participants' implicit measures were assessed using Electroencephalogram (EEG), Galvanic Skin Response (GSR), and Eye- Tracking (ET). Explicit measures were obtained through questionnaires measuring attitude toward the ad, donation behaviour, and donation amount. Key findings indicate a significant relationship between emotional ad framing and emotional valence. Ads employing a positive frame elicited more positive emotional responses. The first study establishes a foundation for understanding the role of emotional valence in shaping consumers' attitudes and donation Behaviour toward unfamiliar NPOs.

    Building upon the insights from the first study, the second study employed an experimental between-subjects design, examining emotional ad framing and type of NPO (humanitarian vs. environmental aid) appeals. Involvement with the cause was explored as a moderating factor. Visual attention patterns revealed differences between the two appeal types. Participants exhibited varied attention allocation to text and image areas, suggesting the importance of effective communication strategies. Both UNICEF and Greenpeace advertisements displayed differences in attitudes, favouring positively framed appeals. While individual donation amounts did not significantly differ, cumulative donation amounts showed trends favouring negatively framed ads for both NPOs.

    Conclusion This research advances our understanding of NPO advertising effectiveness by integrating neuroscientific insights and traditional research methodologies. Theoretical implications include the enhancement of understanding emotional framing, visual attention patterns, and the moderating role of involvement in NPO advertising effectiveness. Practical implications highlight the strategic use of emotional framing, optimization of visual communication, tailored campaigns, and the development of brand familiarity. This research contributes to the non-profit sector's knowledge, guiding the design of more impactful advertising campaigns that inspire positive attitudes and meaningful engagement among consumers.