From Excitation Transfer Theory to Dynamic Deactivation Model: Mapping Changes in Psychophysiological Responses Following Emotional Advertising
研究提出并检验了一个动态动机去激活模型，解释情绪广告如何随时间影响后续信息加工，发现高唤醒负面广告后的中性刺激初期资源分配最低，但随着去激活进行资源分配增加。
This study proposed and tested a dynamic motivational deactivation model to explain how emotional advertising influences subsequent message processing over time. Grounded in the motivated cognition framework, the model offers a new lens on advertising context effects by highlighting how motivational systems deactivate and shape emotional and cognitive responses as they return to baseline. Results showed that the impact of arousing content and aversive system activation persisted during the subsequent neutral stimuli following the withdrawal of emotional advertising. Further, initial resource allocation, indexed by secondary task reaction times and recognition sensitivity data, was at the level predicted by the motivational system activated by preceding emotional advertising. Specifically, resource allocation was the lowest during the initial processing of neutral stimuli that followed highly arousing unpleasant advertising; however, as deactivation continued, an increase in resource allocation was observed, indicating resources shifting back to encoding incoming information. The study contributes theoretically by highlighting the asymmetric deactivation patterns of appetitive and aversive systems and offers practical insights for optimizing ad sequencing, creative strategy, and ad placement in dynamic media environments.