Neural correlates of gender congruence in audiovisual commercials for gender-targeted products: An fMRI study
Neural correlates of gender congruence in audiovisual commercials for gender-targeted products: An fMRI study
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DOI：
10.1002/hbm.24276
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发表时间：
2018-11-01
影响因子：
4.8
通讯作者：
Sanchez-Fernandez, Juan
中科院分区：
文献类型：
--
作者：
Casado-Aranda, Luis-Alberto;Van der Laan, Laura Nynke;Sanchez-Fernandez, Juan
本文探讨了神经和自我报告的反应，性别一致性的产品，声音组合在商业广告。进行了一项功能磁共振成像研究，其中参与者（n = 30）与性别为目标的特征男性或女性产品的图片，伴随着性别一致或不一致的声音。研究结果表明，态度更积极的商业广告与性别一致比与性别不一致的产品，声音组合。功能磁共振成像分析显示，主要的视觉脑区，即距状核和楔，反应强于一致的组合，这表明参与者增强了他们的内源性注意力一致的商业广告。相比之下，不一致的组合会在与信息处理和错误监控中的冲突感知相关的区域引起更强的激活，例如缘上回、顶下回以及颞上回和颞中回。上级。有趣的是，后扣带皮层（一个与价值编码相关的区域）的激活程度增加，预示着人们对一致的商业广告持更积极的态度。总之，这些结果推进了我们对处理一致和不一致视听刺激的神经相关性的理解。这些发现可以建议广告专业人士在设计成功的日常产品的活动，即通过使用一致的，而不是不一致的产品声音组合。
This article explores neural and self-report responses to gender congruence in product-voice combinations in commercials. An fMRI study was carried out in which participants (n = 30) were presented with gender-targeted pictures of characteristic male or female products accompanied by either gender congruent or incongruent voices. The findings show that attitudes are more positive toward commercials with gender congruent than with gender incongruent product-voice combinations. fMRI analyses revealed that primary visual brain areas, namely calcarine and cuneus, responded stronger to congruent than incongruent combinations suggesting that participants enhanced their endogenous attention toward congruent commercials. Incongruent combinations, by contrast, elicited stronger activation in areas related to the perception of conflicts in information processing and error monitoring, such as the supramarginal, inferior parietal gyri and superior, and middle temporal gyri. Interestingly, increased activation in the posterior cingulate cortex (an area related to value encoding) predicted more positive attitudes toward congruent commercials. Together, these results advance our understanding of the neural correlates of processing congruent and incongruent audiovisual stimuli. These findings may advice advertising professionals in designing successful campaigns of everyday products, namely by making use of congruent instead of incongruent product-voice combinations.