Top Highlights

• Social advertising is designed to have an impact on the behavior of the target audience to improve the welfare of both the individuals and the society.
• he neuroscience applied to consumer behavior is an added value since it offers elements explaining the reactions of the individuals to emotional contents.
• Understanding the emotions in the moment in which they are felt allows to understand the experimentation of a message by individuals and to understand the possibility that the message can change the behavior of the target audience.
• comparing different creative proposals to optimize communication, applying neuromarketing tools to the social area.
• electroencephalography (EEG), skin conductance (SC), and eye-tracker were used for instrumentation purposes.

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