Psychophysiological impacts of multisensory imagery: insights from EEG and animal model

Purpose This study aims to examine the psychophysiological and neurological effects of multisensory imagery strategy in advertising, focusing on its influence on consumer attitudes, cognitive load reduction and brand recall through integrated electroencephalography (EEG) analysis and postsynaptic density protein 95 (PSD-95) expression assessment. Design/methodology/approach This study used mixed-methods approach to investigate the psychophysiological effects of multisensory imagery in advertising. This study integrates EEG power spectral analysis of alpha and beta frequency bands activated in the prefrontal area with an examination of PSD-95 expression in a laboratory animal model. This integrated design combined physiological, neurological and psychological methods to provide insights into how multisensory imagery influences consumer cognition, attitudes and brand recall. Findings The results indicate that consumers with lower masculine or feminine self-concept exhibit more favorable responses to multisensory imagery advertising compared to non-multisensory imagery. Physiological data suggest that these advertisements reduce cognitive load, as reflected in lower alpha and beta EEG power, thereby decreasing skepticism and fostering positive attitudes. Neurological evidence shows that multisensory imagery strategy enhances PSD-95 expression in the hippocampus, which is associated with improved cognition, memory and decision-making. Originality/value This study provides novel insights into the interplay between advertising strategy and consumer cognition at psychophysiological and neurological levels. This study also offers valuable implications for marketers seeking to design more engaging and effective advertisements by demonstrating how a multisensory imagery strategy enhances brand recall and positive consumer attitudes.