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Paper Type
ERF
Description
Social campaigns influence attitudes in society, but too much information can cause cognitive overload. Traditional methods for measuring cognitive overload are subjective. There is potential for using cognitive neuroscience methods because these tools measure consumers' unconscious responses and provide better understanding of cognitive functions. We have elaborated an experimental framework to enable the assessment of media messages in social campaigns concerning the cognitive overload that they cause. The proposed framework will be tested by performing an experiment on specific social advertising to prove its usefulness and show the research possibilities that it offers. As a result, we expect to expand the framework into a system that could be used by practitioners for evaluating social advertising before launching the campaign.
Paper Number
1556
Recommended Citation
Borawska, Anna and Mateja, Adrianna, "The use of cognitive neuroscience tools for evaluating the cognitive overload caused by social advertising" (2023). AMCIS 2023 Proceedings. 4.
https://aisel.aisnet.org/amcis2023/sig_core/sig_core/4
The use of cognitive neuroscience tools for evaluating the cognitive overload caused by social advertising
Social campaigns influence attitudes in society, but too much information can cause cognitive overload. Traditional methods for measuring cognitive overload are subjective. There is potential for using cognitive neuroscience methods because these tools measure consumers' unconscious responses and provide better understanding of cognitive functions. We have elaborated an experimental framework to enable the assessment of media messages in social campaigns concerning the cognitive overload that they cause. The proposed framework will be tested by performing an experiment on specific social advertising to prove its usefulness and show the research possibilities that it offers. As a result, we expect to expand the framework into a system that could be used by practitioners for evaluating social advertising before launching the campaign.
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