Spillover effects in destination advertising: An electroencephalography study

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.