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Spillover effects in destination advertising: An electroencephalography study

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  • Li, ShiNa
  • Lyu, Ting
  • Park, Sangwon
  • Choi, Youngjoon

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.

Suggested Citation

  • Li, ShiNa & Lyu, Ting & Park, Sangwon & Choi, Youngjoon, 2023. "Spillover effects in destination advertising: An electroencephalography study," Annals of Tourism Research, Elsevier, vol. 102(C).
    • Handle: RePEc:eee:anture:v:102:y:2023:i:c:s0160738323000968
    DOI: 10.1016/j.annals.2023.103623
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    1. Huang, Yu-Chih & Backman, Sheila J. & Backman, Kenneth F. & Moore, DeWayne, 2013. "Exploring user acceptance of 3D virtual worlds in travel and tourism marketing," Tourism Management, Elsevier, vol. 36(C), pages 490-501.
    2. Charness, Gary & Gneezy, Uri & Kuhn, Michael A., 2012. "Experimental methods: Between-subject and within-subject design," Journal of Economic Behavior & Organization, Elsevier, vol. 81(1), pages 1-8.
    3. Xenia Raufeisen & Linda Wulf & Sören Köcher & Ulya Faupel & Hartmut H. Holzmüller, 2019. "Spillover effects in marketing: integrating core research domains," AMS Review, Springer;Academy of Marketing Science, vol. 9(3), pages 249-267, December.
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    Cited by:

    1. Duro, Juan Antonio & Osório, António & Perez-Laborda, Alejandro, 2024. "Modeling uncertainty in tourism markets," Annals of Tourism Research, Elsevier, vol. 107(C).

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