Exploring the neuropsychological model for short video usage
A mixed method investigation for commercialization
Bibliographic Data
| ID | 21284448 |
|---|---|
| Authors | Kanishka Pathak (0000-0003-4218-8331, ICFAI Business School), Pankaj Kumar Singh (0000-0001-8462-2170, ICFAI Business School), Akbar Jan N (ICFAI Business School), Subramani A K (0000-0003-0783-7113, Saveetha University, corresponding author), Vijayalakshmi M (SRM Institute of Science and Technology) |
| Year | 2026 |
| Volume | 264 |
| Pages | 106460 |
| Publication date | 2026-04-01 |
| Open Access | Yes |
| Type | ARTICLE |
| Venue | Acta Psychologica (JOURNAL) |
| Journal identifiers | ISSN: 0001-6918 • E-ISSN: 1873-6297 |
| Publisher | Elsevier BV (PUBLISHER) |
| DOI | 10.1016/j.actpsy.2026.106460 |
| PMID | 41702104 |
| OpenAlex | W7129043653 |
| Language | EN |
| References cited | 57 |
Short Videos (SVs) have created a wave of excitement among marketing firms, harnessing the capability to influence consumers and positioning themselves as the new vanguard for immersive services. SVs have transformed the shopping landscape and raised the bar for immersive advertising. The study incorporates the most sought-after neuropsychological model. The model helps to reveal the underlying psychological dynamics that drive prolonged SV usage and demonstrates how such anti-inhibitory behavior can be leveraged for commercial purposes. The study employs a mixed-methods approach (inductive and deductive study) to propose a conceptual model that helps answer the crucial question of why SV users engage in prolonged scrolling. The neuropsychological model motivates a scientific interrogation into the inhibitory and cognitive dissonance behavior of SV users, which unfolds the psychological schisms of prolonged usage. The findings contribute to the understanding of cognitive lock-in that SVs induce and how they can be leveraged by brands to elicit a positive evaluation of their products. The results further these findings and present a model that would help digital advertisers capitalize on the value proposition of SVs. The novel findings capitalize on a new era of digitization through SVs, providing fresh insights and making strong recommendations for firms to leverage this emerging tool to generate higher sales leads and positive brand evaluations
Business model · Cognition · Cognitive dissonance · Commercialization · Digitization · Distraction · Leverage (statistics) · Neuropsychology · Value proposition · Consumer Retail Behavior Studies · Technology Adoption and User Behaviour · Virtual Reality Applications and Impacts
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| Highly cited | No |
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