Publications
Publications
- April 2012
- Journal of Marketing Research (JMR)
Emotion-induced Engagement in Internet Video Ads
By: Thales S. Teixeira, Michel Wedel and Rik Pieters
Abstract
This study shows how advertisers can leverage emotion and attention to engage consumers in watching Internet video ads. In a controlled experiment, joy and surprise were assessed through automated facial expression detection for a sample of ads. Concentration of attention was assessed through eye tracking and retention of viewers by recording zapping behavior. This allows tests of predictions about the interplay of these emotions and inter-individual attention differences at each point in time during exposure. Surprise and joy effectively concentrate attention and retain viewers. But importantly, the level rather than the velocity of surprise impact attention concentration most, whereas the velocity rather than the level of joy impact viewer retention most. The effect of joy is asymmetric, with higher gains for increases than losses for decreases. Based on these findings, the authors develop representative emotion trajectories to support ad design and testing.
Keywords
Citation
Teixeira, Thales S., Michel Wedel, and Rik Pieters. "Emotion-induced Engagement in Internet Video Ads ." Journal of Marketing Research (JMR) 49, no. 2 (April 2012): 144–159.