Brand as a cognitive mediator

investigating the effect of media brands as a structural feature of textual news messages

Salla-Maaria Laaksonen, Alessio Falco, Mikko Salminen, Pekka Sakari Aula, Niklas Ravaja

Tutkimustuotos: ArtikkelijulkaisuArtikkeliTieteellinenvertaisarvioitu

Kuvaus

Purpose

This study investigates how media brand knowledge, defined as a structural feature of the message, influences emotional and attentional responses to, and memory of, news messages.

Design/methodology/approach

Self-reports, facial electromyography (EMG) and electroencephalography were used as indices of emotional valence, arousal and attention in response to 42 news messages, which varied along the valence and involvement dimensions and were framed with different media brands varying along the familiarity and credibility dimensions.

Findings

Compared to the no-brand condition, news framed with brands elicited more attention. The memory tests indicated that strong media brands override the effect of involvement in information encoding, whereas details of news presented with Facebook were not well encoded. However, the headlines of news framed with Facebook were well retrieved. In addition, negative and high-involvement news elicited higher arousal ratings and corrugator EMG activity. News framed with familiar and high-credibility brands elicited higher arousal ratings.

Research limitations/implications

Relevant for both brand managers and audiences, the findings show that building credibility and familiarity both work as brand attributes to differentiate media brands and influence information processing.

Originality/value

The results highlight the importance of media brands in news reading: as a structural feature, the brand is used as a proxy to process the message content. The study contributes by investigating how the type of source influences the reception and encoding of the mediated information; by investigating the emotional effects of brands; and by confirming previous findings in media psychology literature.
Alkuperäiskielienglanti
LehtiJournal of Product and Brand Management
Vuosikerta28
Numero1
Sivut1-14
Sivumäärä14
ISSN1061-0421
DOI - pysyväislinkit
TilaJulkaistu - 8 maaliskuuta 2019
OKM-julkaisutyyppiA1 Alkuperäisartikkeli tieteellisessä aikakauslehdessä, vertaisarvioitu

Tieteenalat

  • 518 Media- ja viestintätieteet
  • 515 Psykologia

Lainaa tätä

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author = "Salla-Maaria Laaksonen and Alessio Falco and Mikko Salminen and Aula, {Pekka Sakari} and Niklas Ravaja",
year = "2019",
month = "3",
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Brand as a cognitive mediator : investigating the effect of media brands as a structural feature of textual news messages. / Laaksonen, Salla-Maaria; Falco, Alessio; Salminen, Mikko; Aula, Pekka Sakari; Ravaja, Niklas.

julkaisussa: Journal of Product and Brand Management, Vuosikerta 28, Nro 1, 08.03.2019, s. 1-14.

Tutkimustuotos: ArtikkelijulkaisuArtikkeliTieteellinenvertaisarvioitu

TY - JOUR

T1 - Brand as a cognitive mediator

T2 - investigating the effect of media brands as a structural feature of textual news messages

AU - Laaksonen, Salla-Maaria

AU - Falco, Alessio

AU - Salminen, Mikko

AU - Aula, Pekka Sakari

AU - Ravaja, Niklas

PY - 2019/3/8

Y1 - 2019/3/8

N2 - PurposeThis study investigates how media brand knowledge, defined as a structural feature of the message, influences emotional and attentional responses to, and memory of, news messages.Design/methodology/approachSelf-reports, facial electromyography (EMG) and electroencephalography were used as indices of emotional valence, arousal and attention in response to 42 news messages, which varied along the valence and involvement dimensions and were framed with different media brands varying along the familiarity and credibility dimensions.FindingsCompared to the no-brand condition, news framed with brands elicited more attention. The memory tests indicated that strong media brands override the effect of involvement in information encoding, whereas details of news presented with Facebook were not well encoded. However, the headlines of news framed with Facebook were well retrieved. In addition, negative and high-involvement news elicited higher arousal ratings and corrugator EMG activity. News framed with familiar and high-credibility brands elicited higher arousal ratings.Research limitations/implicationsRelevant for both brand managers and audiences, the findings show that building credibility and familiarity both work as brand attributes to differentiate media brands and influence information processing.Originality/valueThe results highlight the importance of media brands in news reading: as a structural feature, the brand is used as a proxy to process the message content. The study contributes by investigating how the type of source influences the reception and encoding of the mediated information; by investigating the emotional effects of brands; and by confirming previous findings in media psychology literature.

AB - PurposeThis study investigates how media brand knowledge, defined as a structural feature of the message, influences emotional and attentional responses to, and memory of, news messages.Design/methodology/approachSelf-reports, facial electromyography (EMG) and electroencephalography were used as indices of emotional valence, arousal and attention in response to 42 news messages, which varied along the valence and involvement dimensions and were framed with different media brands varying along the familiarity and credibility dimensions.FindingsCompared to the no-brand condition, news framed with brands elicited more attention. The memory tests indicated that strong media brands override the effect of involvement in information encoding, whereas details of news presented with Facebook were not well encoded. However, the headlines of news framed with Facebook were well retrieved. In addition, negative and high-involvement news elicited higher arousal ratings and corrugator EMG activity. News framed with familiar and high-credibility brands elicited higher arousal ratings.Research limitations/implicationsRelevant for both brand managers and audiences, the findings show that building credibility and familiarity both work as brand attributes to differentiate media brands and influence information processing.Originality/valueThe results highlight the importance of media brands in news reading: as a structural feature, the brand is used as a proxy to process the message content. The study contributes by investigating how the type of source influences the reception and encoding of the mediated information; by investigating the emotional effects of brands; and by confirming previous findings in media psychology literature.

KW - 518 Media and communications

KW - 515 Psychology

U2 - 10.1108/JPBM-01-2017-1394

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M3 - Article

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EP - 14

JO - Journal of Product and Brand Management

JF - Journal of Product and Brand Management

SN - 1061-0421

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