The influence of television content on advertisement: a neurophysiological study.

Emotional and cognitive reactions to the media context prove impactful on advertising effectiveness. However, research on the topic remains lacking and with a profusion of mixed results regarding the role of the context in enhancing or detracting communication effectiveness. This study explores the media context-advertising relationship, by investigating the influence of television content on advertisement in light of media psychophysiology and grounding on the Halo effect theory.

Consumers Emotional Responses to Functional and Hedonic Products: A Neuroscience Research.

Over the years, researchers have enriched the postulation that hedonic products generate deeper emotional reactions and feelings in the consumer than functional products. However, recent research empirically proves that hedonic products are more affect-rich only for some consumer segments or for specific consumption contexts. We argue that such inconsistency may derive from the nature of the emotions assessed that is strictly dependent on their empirical measurement and not from the mere existence of emotions themselves.

Individuals' adoption of smart technologies for preventive health care: a structural equation modeling approach.

Healthcare is moving towards new patterns and models, with an increasing attention paid to prevention. Smart technologies for mobile health care are emerging as new instruments to monitor the state of essential parameters in citizens. A very debated subject in literature is the critical role played by citizens' acceptance and willingness to pay for mobile health technologies, especially whereas the services provided are preventive rather than curative.