Emotion-induced engagement in internet video ads

T. Texeira, M. Wedel, R. Pieters

Research output: Contribution to journalArticleScientificpeer-review

137 Citations (Scopus)

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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