How do different CSR messages work inside our brains?

How can creative and design elements improve or harm our CSR messages?

How can we communicate CSR in brain-friendly way?

This project attempts to answer these questions using neuroscientific research methods. More precisely, by studying the effect of CSR messages on the neurological mechanisms that create our perception, language, reasoning, beliefs, decision-making and visual attention.

Its results? Unlocking the hidden forces in the human brain.

Abstract:
The majority of studies evaluating the effectiveness of branded CSR campaigns are concentrated and base their conclusions on data collection through self-reporting questionnaires. Although such studies provide insights for evaluating the effectiveness of CSR communication methods, analysing the message that is communicated, the communication channel used and the explicit brain responses of those for whom the message is intended, they lack the ability to fully encapsulate the problem of communicating environmental messages by not taking into consideration what the recipients’ implicit brain reactions are presenting. Therefore, this study aims to investigate the effectiveness of CSR video communications relating to environmental issues through the lens of the recipients’ implicit self, by employing neuroscience-based assessments. For the examination of implicit brain perception, an electroencephalogram (EEG) was used, and the collected data was analysed through three indicators identified as the most influential indicators on human behaviour. These three indicators are emotional valence, the level of brain engagement and cognitive load.

The study is conducted on individuals from the millennial generation in Thessaloniki, Greece, whose implicit brain responses to seven branded commercial videos are recorded. The seven videos were a part of CSR campaigns addressing environmental issues. Simultaneously, the self-reporting results from the participants were gathered for a comparison between the explicit and implicit brain responses. One of the key findings of the study is that the explicit and implicit brain responses differ to the extent that the CSR video communications’ brain friendliness has to be taken into account in the future, to ensure success.

The results of the study provide an insight for the future creation process, conceptualisation, design and content of the effective CSR communication, in regard to environmental issues.

Abstract
In the era when the overarching problem of climate change, threatening the entire humanity and all life on earth, demands actions and behavioural change from all of the societal agents, including governments, organizations, companies and individuals,
the world fails to achieve unity on the matter of existence of the problem, cause of the problem and on the solution of the problem. Since the scientific consensus on climate change is achieved, this article tries to examine why it is so hard to convey the message of needed behavioural change.

The neuromarketing study presented in this article focuses on marketing communications that try to convey the message that would lead to the consumers’ mental, emotional and behavioural change. Effectiveness of the branded environmental videos was evaluated utilizing the neuroscience approach. Electroencephalogram and an eye-tracking device were used to register the implicit brain reactions of the study participants viewing the branded videos. For comparison reasons, the branded videos selected for the study use two different approaches for conveying the message. The first approach relies on narrative, words and logic, whilst the second one appeals primarily to emotions. The aim of the study was to answer the question whether the words are enough or there more to it?