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Neuroscientific Evaluation of Fear Appeal in Television Advertising: An Eye-Tracking and Biometric Study of Viewer Attention

2026-05-25

Abstract excerpt

<title>Abstract</title> <p> <bold>Purpose</bold> This study aims to investigate the effects of fear-based television advertisements on viewer attention and emotional arousal within the context of increasing attentional fragmentation in contemporary media environments. Specifically, it examines whether fear appeals can function as an effective mechanism to reduce attentional decay by capturing and sustaining vie...

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Literature Corpus work
3cbd14cf-cd0c-5bc0-8685-cd8a4eb73b93
DOI
10.21203/rs.3.rs-9561195/v1
Open publication

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Neuroscientific Evaluation of Fear Appeal in Television Advertising: An Eye-Tracking and Biometric Study of Viewer AttentionDOI 10.21203/rs.3.rs-9561195/v1
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