The Influence of Arousal on Advertising Effectiveness

Abstract

Professionals of advertising have to create ads which get the consumers' attention and increase advertising effectiveness. This research explores the arousal concept and measurement on video ads and analyzes its relationship with ad attitude, brand recall and purchase probability. Specifically, our work in progress studies how the inclusion of high arousal sequences in ad design may affect these variables. Neuroscience and survey techniques were combined in the research methodology. Preliminary results of the study confirm that a high arousal design increases ad attitude, brand recall and purchase probability compared to a neutral arousal design. Results also suggest interesting implications for ad design and further research lines to advance on the study of advertising arousal and loyalty related variables.