Spillover effects in destination advertising: An electroencephalography study.

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. • Spillover effects of a prior commercial on tourism advertisements were discovered. • Event-related potentials measured arousal induced by brain activities. • Residual excitation energised female arousal significantly more than male arousal. • Subjects who viewed a prior commercial were more likely to visit the destination. • Excitation transfer was tested and confirmed in a tourism advertising context. [ABSTRACT FROM AUTHOR]