Decoding Emotional (In)Congruency: A Computational Approach Toward Ad Placement on YouTube

IF 6.8 1区 管理学 Q1 BUSINESS Journal of Interactive Marketing Pub Date : 2022-06-03 DOI:10.1177/10949968221095546
T. Wen, C. Chuan, W. Tsai, Jing Yang
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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.
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解码情感(In)一致性:YouTube广告投放的计算方法
本研究阐明了消费者对广告在不同位置上的情感一致与不一致的反应背后的不同情感机制。这项工作扩展了媒体规划文献,狭隘地关注主题一致性。研究1以音乐视频为研究对象,实证检验了情绪不一致的音乐视频广告对消费者反应的影响调节效应和情绪一致的音乐视频广告对消费者反应的影响启动效应。此外,本研究结合情感计算算法,基于情感一致性将广告与音乐视频配对,以推进计算广告的新兴领域。两项实验研究的结果表明,当广告和媒体情境情绪不一致时,消费者更倾向于从消极状态向积极状态的情绪流动。在情绪一致性条件下,无论广告位置如何,积极评价的广告都会产生更有利的反应。研究2进一步阐明了情绪一致性和效价的边界条件,表明消费者在情感调节和影响启动过程中对正效价广告的偏好在消费者参与较少时更为突出。当参与程度高时,负面广告比正面广告更有说服力。参与程度也会减少广告跳过,尤其是当广告和媒体节目在情感上不一致时。
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来源期刊
CiteScore
20.20
自引率
5.90%
发文量
39
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.
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