{"title":"Decoding Emotional (In)Congruency: A Computational Approach Toward Ad Placement on YouTube","authors":"T. Wen, C. Chuan, W. Tsai, Jing Yang","doi":"10.1177/10949968221095546","DOIUrl":null,"url":null,"abstract":"This study illuminates the varied emotional mechanisms underlying consumer response to ads paired with emotionally congruent versus incongruent content in different placement positions. This work expands the media planning literature that has narrowly focused on thematic (in)congruency. Focusing on music videos, Study 1 empirically tests the affect regulation effect on consumer response to ads paired with emotionally incongruent music videos and the affect priming effect in congruent pairings. Furthermore, this study incorporates affective computing algorithms to pair ads with music videos based on emotional (in)congruency to advance the emerging field of computational advertising. The results from two experimental studies demonstrate that consumers prefer the emotional flow from a negative to a positive state when the ad and media context are emotionally incongruent. In the emotional congruency condition, regardless of ad position, the positively valenced ad produces more favorable responses. Study 2 further illuminates the boundary conditions of emotional (in)congruency and ad valence, suggesting that consumers’ preference for positively valenced ads in the affect regulation and affect priming processes is more prominent when consumers are less involved. When involvement level is high, negative ads are rated as more persuasive than positive ones. Involvement level also reduces ad skipping, especially when the ad and the media program are emotionally incongruent.","PeriodicalId":48260,"journal":{"name":"Journal of Interactive Marketing","volume":"57 1","pages":"421 - 441"},"PeriodicalIF":6.8000,"publicationDate":"2022-06-03","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":"2","resultStr":null,"platform":"Semanticscholar","paperid":null,"PeriodicalName":"Journal of Interactive Marketing","FirstCategoryId":"91","ListUrlMain":"https://doi.org/10.1177/10949968221095546","RegionNum":1,"RegionCategory":"管理学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":null,"EPubDate":"","PubModel":"","JCR":"Q1","JCRName":"BUSINESS","Score":null,"Total":0}
引用次数: 2
Abstract
This study illuminates the varied emotional mechanisms underlying consumer response to ads paired with emotionally congruent versus incongruent content in different placement positions. This work expands the media planning literature that has narrowly focused on thematic (in)congruency. Focusing on music videos, Study 1 empirically tests the affect regulation effect on consumer response to ads paired with emotionally incongruent music videos and the affect priming effect in congruent pairings. Furthermore, this study incorporates affective computing algorithms to pair ads with music videos based on emotional (in)congruency to advance the emerging field of computational advertising. The results from two experimental studies demonstrate that consumers prefer the emotional flow from a negative to a positive state when the ad and media context are emotionally incongruent. In the emotional congruency condition, regardless of ad position, the positively valenced ad produces more favorable responses. Study 2 further illuminates the boundary conditions of emotional (in)congruency and ad valence, suggesting that consumers’ preference for positively valenced ads in the affect regulation and affect priming processes is more prominent when consumers are less involved. When involvement level is high, negative ads are rated as more persuasive than positive ones. Involvement level also reduces ad skipping, especially when the ad and the media program are emotionally incongruent.
期刊介绍:
The Journal of Interactive Marketing aims to explore and discuss issues in the dynamic field of interactive marketing, encompassing both online and offline topics related to analyzing, targeting, and serving individual customers. The journal seeks to publish innovative, high-quality research that presents original results, methodologies, theories, and applications in interactive marketing. Manuscripts should address current or emerging managerial challenges and have the potential to influence both practice and theory in the field. The journal welcomes conceptually rigorous approaches of any type and does not favor or exclude specific methodologies.