Exploring the neuropsychological model for short video usage: A mixed method investigation for commercialization

Short Videos (SVs) have created a wave of excitement among marketing firms, harnessing the capability to influence consumers and positioning themselves as the new vanguard for immersive services. SVs have transformed the shopping landscape and raised the bar for immersive advertising. The study incorporates the most sought-after neuropsychological model. The model helps to reveal the underlying psychological dynamics that drive prolonged SV usage and demonstrates how such anti-inhibitory behavior can be leveraged for commercial purposes. The study employs a mixed-methods approach (inductive and deductive study) to propose a conceptual model that helps answer the crucial question of why SV users engage in prolonged scrolling. The neuropsychological model motivates a scientific interrogation into the inhibitory and cognitive dissonance behavior of SV users, which unfolds the psychological schisms of prolonged usage. The findings contribute to the understanding of cognitive lock-in that SVs induce and how they can be leveraged by brands to elicit a positive evaluation of their products. The results further these findings and present a model that would help digital advertisers capitalize on the value proposition of SVs. The novel findings capitalize on a new era of digitization through SVs, providing fresh insights and making strong recommendations for firms to leverage this emerging tool to generate higher sales leads and positive brand evaluations.