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신산업융합대학
국제사무학과
Journal papers
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Spillover effects in destination advertising: An electroencephalography study
Title
Spillover effects in destination advertising: An electroencephalography study
Authors
Li S.
;
Lyu T.
;
Park S.
;
Choi Y.
Ewha Authors
최영준
SCOPUS Author ID
최영준
Issue Date
2023
Journal Title
Annals of Tourism Research
ISSN
1607-7383
Citation
Annals of Tourism Research vol. 102
Keywords
Electroencephalography
;
Emotion spillover
;
Event-related potential
;
Excitation transfer theory
;
Neuromarketing
Publisher
Elsevier Ltd
Indexed
SSCI; SCOPUS
Document Type
Article
Abstract
As more destination advertisements are uploaded on short video-sharing platforms, investigating the effects of in-stream advertising on destination advertising is important. This study examines the spillover effects of residual arousal produced by a prior advertisement on subsequent destination video advertising. It develops and tests new hypotheses by connecting outside appearance (emotion and behavioural intention) and inside neural mechanism (brain activity) using electroencephalography. This study contributes to the theoretical advancement of increasing the explanation power of excitation transfer theory applied to destination advertising. Results confirm the spillover effect. Residual excitation was found to energise female (rather than male) arousal significantly. The participants exposed to the prior advertisement are more likely to visit the advertised travel destinations than those who were not. © 2023 Elsevier Ltd
DOI
10.1016/j.annals.2023.103623
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