**5. Conclusions**

In this study, we compared two video commercials of traditional cheeses from Southern Italy using a neuromarketing approach in order to highlight the most effective one in terms of emotion and memorisation. Despite the fact that both the videos were composed of the same four narrative themes (i.e., territory, product, production techniques and natural landscapes), they differed in the emotional sequence: the first one was mainly characterised by a positive emotional tone, while the second one was characterised by an initial negative tone that turns to positive in the end. We found that the second video generates a better emotional reaction and memorisation than the first one. This is in line with the literature on charity advertising that showed how the negative–positive emotional sequence can boost the overall emotional perception and memorisation. Significant differences, however, emerged only when considering the videos as a whole and not when we compared individual themes, probably due to the difference in storytelling or in the personal characteristics of the sample. A future confirmatory study should verify these assumptions by fixing the storytelling while varying the emotional sequence, as well as taking into account gender and age as additional grouping factors. However, our results provide useful insights for those stakeholders who are engaged in the promotion of traditional agri-food products, especially small local realities, helping them to optimise investments and reduce the gap with the big food corporations. Effective communication should place emphasis on how the purchase of these products provides solutions to specific issues, rather than simply exalting the goodness of the products and the benefits associated with their consumption.

**Author Contributions:** Conceptualisation, V.R., M.B. (Marco Bilucaglia), R.C. and G.L.; data curation, M.B. (Marco Bilucaglia); formal analysis, M.B. (Marco Bilucaglia), R.C., R.V. and R.L.; funding acquisition, V.R. and G.L.; investigation, M.B. (Mara Bellati) and R.V.; methodology, M.B. (Marco Bilucaglia), R.C., M.B. (Mara Bellati) and M.Z.; project administration, M.B. (Mara Bellati); resources, V.R. and G.L.; software, M.B. (Marco Bilucaglia) and R.L.; supervision, V.R., G.L. and M.Z.; validation, R.V.; visualisation, M.B. (Marco Bilucaglia) and R.C.; writing—original draft, V.R., M.B. (Marco Bilucaglia), R.C., M.B. (Mara Bellati), R.V., R.L., G.L. and M.Z.; writing—review and editing, V.R., M.B. (Marco Bilucaglia), R.C. and M.Z. All authors have read and agreed to the published version of the manuscript.

**Funding:** This study was developed within the project "Development of a synergy model aimed to qualify and valorize the Natural Historic Cheese of southern Italy in the Sicilian, Sardinia, Calabria, Basilicata, and Campania regions—Canestrum Casei", funded by "Progetto AGER—Agroalimentare e Ricerca 2" (RIF. 2017-1144).

**Institutional Review Board Statement:** The study was conducted in accordance with the Declaration of Helsinki, and approved by the Ethics Committee of Università IULM.

**Informed Consent Statement:** Informed consent was obtained from all subjects involved in the study.

**Data Availability Statement:** All data are available upon request.

**Conflicts of Interest:** The authors declare no conflict of interest. The funders had no role in the design of the study; in the collection, analyses, or interpretation of data; in the writing of the manuscript, or in the decision to publish the results.

### **Appendix A. Video Description**
