Primacy Effect of Dynamic Multi-Sensory Covid ADV Influences Cognitive and Emotional EEG Responses

Abstract

Advertising uses sounds and dynamic images to provide visual, auditory, and tactile experiences, and to make the audience feel like the protagonist. During COVID-19, companies modified their communication by including pandemic references, but without penalizing multisensorial advertising. This study investigated how dynamic and emotional COVID-19-related advertising affects consumer cognitive and emotional responses. Nineteen participants, divided into two groups, watched three COVID-19-related and three non-COVID-19-related advertisements in two different orders (Order 1: COVID-19 and non-COVID-19; Order 2: non-COVID-19 and COVID-19), while electrophysiological data were collected. EEG showed theta activation in frontal and temporo-central areas when comparing Order 2 to Order 1, interpreted as cognitive control over salient emotional stimuli. An increase in alpha activity in parieto-occipital area was found in Order 2 compared to Order 1, suggesting an index of cognitive engagement. Higher beta activity in frontal area was observed for COVID-19 stimuli in Order 1 compared to Order 2, which can be defined as an indicator of high cognitive impact. Order 1 showed a greater beta activation in parieto-occipital area for non-COVID-19 stimuli compared to Order 2, as an index of reaction for painful images. This work suggests that order of exposure, more than advertising content, affects electrophysiological consumer responses, leading to a primacy effect.