Emotion-induced engagement in internet video ads

T. Texeira, M. Wedel, R. Pieters

Research output: Contribution to journalArticleScientificpeer-review

Abstract

This study shows how advertisers can leverage emotion and attention to engage consumers in watching Internet video advertisements. In a controlled experiment, the authors assessed joy and surprise through automated facial expression detection for a sample of advertisements. They assessed concentration of attention through eye tracking and viewer retention by recording zapping behavior. This allows tests of predictions about the interplay of these emotions and interperson attention differences at each point in time during exposure. Surprise and joy effectively concentrate attention and retain viewers. However, importantly, the level rather than the velocity of surprise affects attention concentration most, whereas the velocity rather than the level of joy affects viewer retention most. The effect of joy is asymmetric, with higher gains for increases than losses for decreases. Using these findings, the authors develop representative emotion trajectories to support ad design and testing.
Original languageEnglish
Pages (from-to)144-159
JournalJournal of Marketing Research
Volume49
Issue number2
DOIs
Publication statusPublished - 2012

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Emotion
World Wide Web
Surprise
Prediction
Experiment
Leverage
Trajectory
Testing

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Texeira, T. ; Wedel, M. ; Pieters, R. / Emotion-induced engagement in internet video ads. In: Journal of Marketing Research. 2012 ; Vol. 49, No. 2. pp. 144-159.
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Emotion-induced engagement in internet video ads. / Texeira, T.; Wedel, M.; Pieters, R.

In: Journal of Marketing Research, Vol. 49, No. 2, 2012, p. 144-159.

Research output: Contribution to journalArticleScientificpeer-review

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