Techniques of Cognitive Neuroscience in the Assessment and Measurement of Environmental Public Service Announcements Effectiveness

摘要

To raise awareness and engage the society in realization of environmental goals one needs instruments that could change internal attitudes. For this purpose, public awareness campaigns are used. Public service announcements (PSAs) in the context of such campaigns require not only remembering the content, but also understanding the importance of behavior that is being promoted. Before launching, such PSAs are tested for their effectiveness, mostly using questionnaires and interviews. Due to the development of technology, other methods, i.e. cognitive neuroscience techniques are currently available. Their usage is still not very common, but they are promising in obtaining unconscious preferences of the audience. The article aims to show, how cognitive neuroscience methods can be applied to enhance the survey on public service announcement and what kind of results may be achieved by merging the questionnaire and neurophysiological data. As a case study, two Polish PSAs were chosen. The described procedure of research can be used for testing PSAs that have not been yet launched for the public.