Harnessing Neuroscience in Social Advertising: From Emotional Impact to Cognitive Understanding and Intentional Behavior in Children and Adolescents

This study examines emotional responses and their associations with Cognitive Understanding and Intentional Behavior following exposure to a social advertising video featuring historical female role models. Using a mixed‐methods approach that combines near‐infrared spectroscopy with survey data, it investigates how emotional responses observed during exposure to a femvertising stimulus are associated with subsequent Cognitive Understanding and Intentional Behavior. The research contributes to the understanding of emotional and cognitive responses to social advertising among children and adolescents and examines whether these relationships differ between male and female respondents. The model analyzes the relationships among emotional responses, cognitive engagement, and behavioral predisposition, using gender as a grouping variable. Results highlight the critical influence of both positive and negative emotions in responding to social messages and the potential of femvertising narratives to engage gender‐related awareness among young audiences. Practical implications for marketing and education are discussed, along with directions for future research.