Evaluating the neural mechanisms of exposure and retrieval of hedonic and utilitarian banners: A fMRI study

作者：

Highlights：

• This study explored the neural processing to exposure and retrieval of hedonic and utilitarian banner ads.

• Hedonic banners engage stronger brain areas related to memory encoding and retrieval.

• Hedonic (vs. utilitarian) banners were better recalled in a surprise memory task.

• Stronger activation in memory retrieval brain areas correlate to higher recall to hedonic banners.

• We demonstrate the added value of neuroimaging in evaluating online consumer behavior.

摘要

•This study explored the neural processing to exposure and retrieval of hedonic and utilitarian banner ads.•Hedonic banners engage stronger brain areas related to memory encoding and retrieval.•Hedonic (vs. utilitarian) banners were better recalled in a surprise memory task.•Stronger activation in memory retrieval brain areas correlate to higher recall to hedonic banners.•We demonstrate the added value of neuroimaging in evaluating online consumer behavior.

论文关键词：Message effects,Hedonic banners,Utilitarian banners,Neuroimaging,Memory encoding,Memory retrieval

论文评审过程：Received 7 July 2021, Revised 13 April 2022, Accepted 27 April 2022, Available online 2 May 2022, Version of Record 6 May 2022.

论文官网地址：https://doi.org/10.1016/j.chb.2022.107317