La memoria en la publicidad: el efecto de los componentes afectivos en publicidad gráfica sobre marcas de café en la recordación de marca de millennials de la ciudad de Cuenca

Abstract

The impact of emotions on memory is considered in research from psychology and neuroscience, and its use has been extended towards marketing and advertising. Studies have proven that advertisements with emotional content of some sort have a positive influence on advertisement recall. This study focuses on extending the theories of emotional advertising towards the matter of their effect on brand recall, as a relevant indicator in marketing. Through an experiment conducted with 26 millennial individuals, three hypotheses are developed to demonstrate if the relation between emotional advertising and advertisement recall is translatable to the Ecuadorian midst, and if emotional advertising displays effectivity in recall measures regarding brand components that are typically necessary for brand-related decisions after ad exposure. The results indicate a higher grade of brand recall when including emotional components in a graphic advertisement than when not included, after a single exposure to the ad. This experimental study, along with a series of previous studies that are used for contrast in the investigation, indicate one of the ways in which ad effectiveness could be enhanced through emotional activation of individuals. We conclude by supporting hypotheses with a sequence of recommendations and directions for further research.