The Impact of Emotion and Brand Placement on Brand Memory: A Neurophysiological View

  • Carlos Felipe C. de Almeida
  • Danilo C. Dantas
  • Sylvain Sénécal
Conference paper
Part of the Developments in Marketing Science: Proceedings of the Academy of Marketing Science book series (DMSPAMS)


This paper investigates the interplay of consumer emotional response to Ad content and moment of brand placement on the consumer ability to associate Ad message and brand name. Therefore, this research is not focused on Ad effectiveness but in brand memory and its association with Ad content. Neurophysiological data was collected while subjects were watching emotionally appealing TV Ads and compared with implicit and explicit brand memory tests. The results support the idea that placing the brand in moments of greater emotional response increases the ability to associate brand name and Ad content.


Emotional Response Skin Conductance Response Skin Conductance Level Advertising Research Political Advertising 
These keywords were added by machine and not by the authors. This process is experimental and the keywords may be updated as the learning algorithm improves.


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Copyright information

© Academy of Marketing Science 2016

Authors and Affiliations

  • Carlos Felipe C. de Almeida
    • 1
  • Danilo C. Dantas
    • 2
  • Sylvain Sénécal
    • 2
  1. 1.University of FortalezaKentUSA
  2. 2.HEC MontréalKentUSA

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