The aims of the present study were: (a) to analyze the advertising message of renewable energies using eye-tracking technology, based on differences in the level of attention captured according to message valence (positive, neutral and negative) and the message framing; and (b) to evaluate the moderating role of consumers’ level of environmental concern and their self-regulatory focus. The results demonstrate differences in the time taken for low-elaboration stimuli to start to take effect for participants with high and low concern for the environment. It is also found that negative text-based advertisements are the most effective at attracting attention. In general terms, participants with the greatest concern for environmental matters tend to focus more quickly and more frequently on these negative stimuli, which require a greater degree of elaboration. The study also presents interesting recommendations for the development of awareness-raising campaigns about renewable energy.

To explain using a structural equation model to patient satisfaction by analysing confidence in preventive measures against COVID-19 as an antecedent of this satisfaction and the effect that these measures have on the antecedents of service quality and perceived value. An observational cross-sectional study. Online survey was sent via social networks for recruiting citizens resident in Spain. The final sample consisted of 149 women and 122 men. The mean age of the participants was 36.73 years, all of whom were health service users. No interventions were conducted in the study. The study variables for the development of the structural equation model were: confidence in COVID-19 safety protocol, perceived value, quality and user satisfaction. The results showed a direct and positive effect of confidence in COVID-19 safety protocol on the quality of services provided, perceived value and user satisfaction. The study is expected to be of interest to those in charge of designing protective measures against the spread of diseases, health centre managers and marketing professionals interested in the improvement user satisfaction, affected as a result of the current pandemic.

The main objective of this research was to analyse the active regions when processing dishes with a pleasant (vs. unpleasant) design and the effect of the previously read rational (vs. emotional) description when visualising the dish. The functional magnetic resonance image technique was used for the study. The results showed that participants who visualised pleasant vs. unpleasant dishes became active in several domains (e.g., attention, cognition and reward). On the other side, visualisation of unpleasant dishes activated stronger regions linked to inhibition, rejection, and related ambiguity. We found that subjects who read rational descriptions when visualising pleasant dishes activated regions related to congruence integration, while subjects who visualised emotional descriptions showed an increased neuronal response to pleasant dishes in the regions related to memory, emotion and congruence.