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The effect of positive arousal on memory retrieval of advertisements: A neuromarketing approach
Umeå University, Faculty of Social Sciences, Department of Psychology. Institutionen för integrativ medicinsk biologi (IMB), Department of Integrative Medical Biology (IMB).
2018 (English)Independent thesis Advanced level (degree of Master (One Year)), 10 credits / 15 HE creditsStudent thesis
Abstract [en]

The objective of this neuromarketing study is to investigate the effect of positive emotional contexts in the recall of neutral stimuli. In the present fMRI experiment, 26 Russian participants of whom, 13 were women, and 13 were men, with an average age of 23.4 years and within a range of age between 18 and 35 years, were scanned while performing a recognition memory test composed of two phases: encoding phase and retrieval phase. In the encoding phase, different snacks products were shown on the monitor accompanied by emotional scenes (high arousal and low arousal scenes) and neutral scenes. Later, at the retrieval phase, the participants were shown the same products plus the same number of unseen products again. The participants had to answer if they remember the product or not. The results obtained showed that the two areas closely related to memory, such as the amygdala and the hippocampus, did not show greater activation when the subjects successfully recalled the neutral stimuli that had been exposed in emotional contexts. On the other hand, other areas related to episodic emotional memory, such as the temporal cortex, the insula or the cingulate cortex, did show greater activation. On the behavioural level, I did not find an improvement of the memory performance on the emotional condition compared to the neutral condition. This study shows a large number of brain areas involved in the retrieval process and the limitations that emotional scenarios have when it comes to improving memory performance.

Abstract [sv]

Målet med den här neuromarketing-studien var att undersöka effekten av positiva emotionella kontexter vid återkallning av neutrala stimuli. I föreliggande fMRI-experiment ingick 26 ryska deltagare, varav 13 var kvinnor och 13 män, med en medelålder på 23.4 år i ett åldersspann mellan 18 och 35 år. Deltagarna scannades medan de utförde igenkänningstest bestående av två faser: inkodnings-fas och återkallnings-fas. I inkodningsfasen visades olika snacks-produkter på en skärm tillsammans med emotionella scener (scener med hög och låg upphetsningsgrad) och neutrala scener. Senare, i återkallningsfasen, blev deltagarna tillfrågade om huruvida de kom ihåg produkten eller inte. De erhållna resultaten var oväntade, givet att två områden relaterat till minne, så som amygdala och hippocampus, inte visade ökade aktivitet när deltagarna framgångsrikt återkallade neutrala stimuli som visats i en emotionell kontext. Å andra sidan, andra områden som relaterar till episodiska emotionella minnen, så som temporala cortex, insula och cingulate cortex, visade på ökad aktivitet. På beteende-nivån hittade vi inte någon förbättring av minnes-prestation för den emotionella betingelsen jämfört med den neutrala betingelsen. Den här studien visar på det stora antalet hjärnområden som är involverade i återkallningsprocessen och begränsningarna om emotionella kontexter har när det kommer till att förbättra minnes-prestation.

Place, publisher, year, edition, pages
2018. , p. 23
National Category
Psychology
Identifiers
URN: urn:nbn:se:umu:diva-151148OAI: oai:DiVA.org:umu-151148DiVA, id: diva2:1242741
Educational program
Master's Programme in Cognitive Science
Supervisors
Examiners
Available from: 2018-08-29 Created: 2018-08-29 Last updated: 2018-08-29Bibliographically approved

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CiteExportLink to record
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