Afeto e memória: o efeito da propaganda emocionalna lembrança da marca
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O efeito das emoções na memória foi considerado em estudos da psicologia e da neurociência
e foi estendido a várias áreas do conhecimento, incluindo marketing e publicidade.
Estudos demonstraram que anúncios com conteúdo emocional influenciam positivamente
a lembrança da propaganda, embora não haja consenso até o momento sobre a
eficácia de tais anúncios. Este estudo amplia essas teorias explorando como a publicidade
emocional afeta a lembrança da marca, um indicador crucial no marketing. Para isso,
foi realizado um experimento com 38 participantes para investigar se essa relação pode
ser traduzida para o contexto latino-americano e se a propaganda emocional influencia
a lembrança dos componentes da marca normalmente necessários para a tomada de decisão
após a exposição à propaganda. Foi usado um projeto experimental duplo, somente
pós-teste, com duas medições. As medições quantitativas foram realizadas por meio de
pesquisas e analisadas com testes t de Student e coeficientes de correlação. Os resultados
revelaram que os anúncios de revistas com foco emocional geraram uma medida maior
de lembrança da marca em comparação com os anúncios racionais, após uma única exposição
ao anúncio. Este estudo, apoiado por pesquisas anteriores, sugere que a ativação
das emoções nos indivíduos pode aumentar a eficácia dos anúncios.
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