*2.1. Research Hypotheses*

In the text below, we referred to the videos "Rewind" and "The Myth", as, respectively, "R" and "M". The themes of "territory", "product", "production techniques" and "natural landscapes" were shortened to, respectively, "Tr", "Pr" "Prd" and "Nt".

The general aim of the study was detailed in terms of the following six research Hypotheses (H1)–(H6):

**Hypothesis 1** (**H1**)**.** *The video characterised by a negative–positive emotional sequence (M) generates, overall, a more positive emotional reaction than the commercial predominantly focused on positive emotions (R). We expect greater AWI, EI and HR values in M than in R;*

**Hypothesis 2** (**H2**)**.** *The themes Tr, Prd, and Nt will generate a more positive reaction in video M than R. For each theme, we expect greater AWI, EI and HR values in M than R;*

**Hypothesis 3** (**H3**)**.** *Pr sequences generate a more positive emotional reaction in M than in R. We expect greater AWI EI and HR values in M than in R;*

We also expect an impact on the salience, and thus on their memorisation, of the elements of the emotional sequence. Therefore, we hypothesised that:

**Hypothesis 4** (**H4**)**.** *The video M activates greater memorisation processes than R. We expect greater MI values in M than R.*

**Hypothesis 5** (**H5**)**.** *The themes Tr, Prd, and Nt will activate greater memorisation processes in M than R. For each theme, we expect greater MI values in M than R;*

**Hypothesis 6** (**H6**)**.** *Pr activates greater memorisation processes in M than R. We expect greater MI values in M than in R.*
