Spillover effects in destination advertising: An electroencephalography study

Shi Na Li, Ting Lyu, Sangwon Park, Youngjoon Choi

Research output: Contribution to journalArticlepeer-review

2 Scopus citations


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.

Original languageEnglish
Article number103623
JournalAnnals of Tourism Research
StatePublished - Sep 2023

Bibliographical note

Publisher Copyright:
© 2023 Elsevier Ltd


  • Electroencephalography
  • Emotion spillover
  • Event-related potential
  • Excitation transfer theory
  • Neuromarketing


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