El efecto de la publicidad disruptiva online en la respuesta emocional y la recordación de marca

Rodríguez González, Liliana Yamile | 2021

In this research, the effect of online disruptive advertising on emotional response and brand recall was determined. For this, an experimental study between subjects was carried out using a 2x2 factorial design with 96 participants, where two independent variables were evaluated: the size of the advertisement (large size, small size), x position of the advertisement (upper advertisement, lower advertisement). A video was presented containing Autonomous Meridian Sensory Response techniques, with 4 capsules of disruptive advertising (banner) and brand recall (short-term memory) and emotional response were measured by means of two tests at the end of the presentation. Among the main findings, it was found that advertising presented in large size does not represent a greater influence on brand recall, as opposed to emotional response, where the size of the advertising greater than 70% of the screen generates discomfort and stress in the participants.