The network media is featured by low-cost and high visibility, prompting companies to engage in online advertising marketing strategies to influence consumers’ purchase decisions. Accordingly, this study strives to explore the underlying neural mechanism of Internet advertising effects on consumers’ decision-making. Through laboratory experiments, we will use electroencephalogram (EEG) to supplement the survey questionnaire. The project lasts for two years and the perspective of analysis of each year is as follows: The purpose in the first year is to examine visual/audio synesthesia, the effect of smelling (olfactory) and tasting (gustatory) an online product, this study first develops design elements of digital video advertising: rational/emotional appeals (visual) and fast/slow tempo (audio). Moreover, it will investigate empirically the effects of various online advertisement contexts on consumer attitudes toward advertising, product attachment, and behavioural intention. In the second year, the purpose of this study is mainly to examine the dissimilar use of product information cues in product evaluations of Web sites. The cue diagnosticity framework is then used to assess the effects of implicit neurophysiological states - engagement and risk- and explicit - positive and negative emotion - antecedents on consumer cognitive processing and online impulsive buying. By understanding online advertising design and neurocognitive mechanisms, the insights from the findings can benefit designers and marketers in implementing more effective marketing strategies.
