Why Is 10 Past 10 the Default Setting for Clocks and Watches in Advertisements? A Psychological Experiment

Exploring global trends and future directions in advertising research: A focus on consumer behavior

This study aims to select the physiological and neurophysiological studies utilized in advertising and to address the fragmented comprehension of consumers' mental responses to advertising held by marketers and advertisers. To fill the gap, the Preferred Reporting Items for Systematic Reviews and Meta-Analyses (PRISMA) framework was employed to select relevant articles, and bibliometric analysis was conducted to determine global trends and advancements in advertising and neuromarketing. The study selected and analyzed forty-one papers from the Web of Science (WoS) database from 2009-2020. The results indicated that Spain, particularly the Complutense University of Madrid, was the most productive country and institution, respectively, with 11 and 3 articles. The journal Frontiers in Psychology was the most prolific, with eight articles. The article "Neuromarketing: The New Science of Consumer Behavior" had the most citations (152 T.Cs). Additionally, the researchers discovered that the inferior frontal and middle temporal gyri were associated with pleasant and unpleasant emotions, respectively, while the right superior temporal and right middle frontal gyrus was connected to high and low arousal. Furthermore, the right prefrontal cortex (PFC) and left PFC were linked to withdrawal and approach behaviors. In terms of the reward system, the ventral striatum played a critical role, while the orbitofrontal cortex and ventromedial PFC were connected to perception. As far as we know, this is the first paper that focused on the global academic trends and developments of neurophysiological and physiological instruments used in advertising in the new millennium, emphasizing the significance of intrinsic and extrinsic emotional processes, endogenous and exogenous attentional processes, memory, reward, motivational attitude, and perception in advertising campaigns.

Visual communication via the design of food and beverage packaging

A rapidly growing body of empirical research has recently started to emerge highlighting the connotative and/or semiotic meanings that consumers typically associate with specific abstract visual design features, such as colours (either when presented individually or in combination), simple shapes/curvilinearity, and the orientation and relative position of those design elements on product packaging. While certain of our affective responses to such basic visual design features appear almost innate, the majority are likely established via the internalization of the statistical regularities of the food and beverage marketplace (i.e. as a result of associative learning), as in the case of round typeface and sweet-tasting products. Researchers continue to document the wide range of crossmodal correspondences that underpin the links between individual visual packaging design features and specific properties of food and drink products (such as their taste, flavour, or healthfulness), and the ways in which marketers are now capitalizing on such understanding to increase sales. This narrative review highlights the further research that is still needed to establish the connotative or symbolic/semiotic meaning(s) of particular combinations of design features (such as coloured stripes in a specific orientation), as opposed to individual cues in national food markets and also, increasingly, cross-culturally in the case of international brands.

An Ontological Approach of the Cognitive and Affective Product Experience

The cognitive and affective design aims to attract consumers with products and new products that provide innovative experiences with the intense functional and "cognitive" impact such as ease of use, in addition to "affective" impact as the pleasure of consuming. However, it is difficult to anticipate the consumer's preferences and intentionality, because what happens inside his mind, brain, or subjective experience (wishes, needs, and preferences) is not accessible. This study's objective was to propose an ontological and multidisciplinary approach to the cognitive and affective product experience through an explanation framework and a conceptual model. The model was tested, and the preliminary results indicate that the proposal contributes positively to the advance of the explanation, evaluation and translation of the product experience.

A Systematic Literature Review of Consumers' Cognitive-Affective Needs in Product Design From 1999 to 2019

Understanding consumer cognitive and affective needs is a complex and tricky challenge for consumer studies. Creating and defining product attributes that meet the consumers' personal wishes and needs in different contexts is a challenge that demands new perspectives because there are mismatches between the objective of companies and the consumer's objective, which indicates the need for products to become increasingly consumer-oriented. Product design approaches aim to bring the product and consumer closer together. The objective of this study is to investigate the application of the cognitive and affective needs of the consumer in product design through a systematic review of the literature of publications carried out in the last 20 years. This article selects research carried out in the specific area of cognitive and affective product design and defines the state of the art of the main areas, challenges, and trends. The conclusion that was reached is that cognitive approaches have been updated, are more associated with technology, and so are focused and oriented toward the ease and friendliness of the product. In contrast, affective approaches are older and focus on the quality of life, satisfaction, pleasure, and friendliness of the product. This review indicates that the emotional focus of change for cognitive complexity is due to an understanding of the affective and emotional subjectivity of the consumers and how they can translate these requirements into product attributes. These approaches seem to lose their strength or preference in the areas of design and engineering for more rational and logical cognitive applications, and therefore are more statistically verifiable. Advances in neuroscience are focused on applications in marketing and consumer psychology and some cognitive and affective product designs.

Conscious Multisensory Integration: Introducing a Universal Contextual Field in Biological and Deep Artificial Neural Networks

Conscious awareness plays a major role in human cognition and adaptive behavior, though its function in multisensory integration is not yet fully understood, hence, questions remain: How does the brain integrate the incoming multisensory signals with respect to different external environments? How are the roles of these multisensory signals defined to adhere to the anticipated behavioral-constraint of the environment? This work seeks to articulate a novel theory on conscious multisensory integration (CMI) that addresses the aforementioned research challenges. Specifically, the well-established contextual field (CF) in pyramidal cells and coherent infomax theory (Kay et al., 1998; Kay and Phillips, 2011) is split into two functionally distinctive integrated input fields: local contextual field (LCF) and universal contextual field (UCF). LCF defines the modulatory sensory signal coming from some other parts of the brain (in principle from anywhere in space-time) and UCF defines the outside environment and anticipated behavior (based on past learning and reasoning). Both LCF and UCF are integrated with the receptive field (RF) to develop a new class of contextually-adaptive neuron (CAN), which adapts to changing environments. The proposed theory is evaluated using human contextual audio-visual (AV) speech modeling. Simulation results provide new insights into contextual modulation and selective multisensory information amplification/suppression. The central hypothesis reviewed here suggests that the pyramidal cell, in addition to the classical excitatory and inhibitory signals, receives LCF and UCF inputs. The UCF (as a steering force or tuner) plays a decisive role in precisely selecting whether to amplify/suppress the transmission of relevant/irrelevant feedforward signals, without changing the content e.g., which information is worth paying more attention to? This, as opposed to, unconditional excitatory and inhibitory activity in existing deep neural networks (DNNs), is called conditional amplification/suppression.