Influence of Consumers’ Temporary Affect on Ad Engagement: A Computational Research Approach

情感(语言学) 代理(统计) 心理学 广告 集合(抽象数据类型) 社会心理学 业务 计算机科学 沟通 机器学习 程序设计语言
作者
Xinyu Lu,Debarati Das,Jisu Huh,Jaideep Srivastava
出处
期刊:Journal of Advertising [Taylor & Francis]
卷期号:51 (3): 352-368 被引量:9
标识
DOI:10.1080/00913367.2021.1977202
摘要

This study examined the influence of consumers' temporary affective states during ad exposure on their engagement with different types of ads that are categorized based on theoretically derived attention-grabbing characteristics. A computational research approach was used, cross-analyzing proxy measures of real-time affective fluctuation of viewers during the 2019 Super Bowl broadcast and their tweets regarding the ads aired during the Super Bowl. The results demonstrated significant impact of consumers' temporary affective states, induced by the performance of the team they cheer for, on their engagement with different types of ads, even when they were exposed to the same set of ads during commercial breaks. Specifically, consumers in the positive affective state showed greater tendency to be drawn to engage with high semantic-affinity ads than those in the negative affective state. Consumers in the negative affective state showed greater tendency to be drawn to engage with more positively valenced ads than those in the positive affective state. This study provides theoretical contributions regarding the role of consumers' affect in their engagement with ads and practical implications for ad targeting and ad placement strategies based on consumers' temporary affect.
最长约 10秒,即可获得该文献文件

科研通智能强力驱动
Strongly Powered by AbleSci AI
更新
PDF的下载单位、IP信息已删除 (2025-6-4)

科研通是完全免费的文献互助平台,具备全网最快的应助速度,最高的求助完成率。 对每一个文献求助,科研通都将尽心尽力,给求助人一个满意的交代。
实时播报
刚刚
刚刚
鹿立轩完成签到,获得积分10
2秒前
3秒前
Shawn完成签到,获得积分10
3秒前
小蘑菇应助哈哈哈采纳,获得10
3秒前
4秒前
5秒前
李爱国应助恋雅颖月采纳,获得10
5秒前
6秒前
留白发布了新的文献求助10
6秒前
fdkufghkd完成签到,获得积分10
9秒前
10秒前
10秒前
懵懂的幻桃完成签到 ,获得积分10
10秒前
flyfish完成签到,获得积分10
11秒前
11秒前
上官若男应助斯文莺采纳,获得30
12秒前
13秒前
13秒前
14秒前
Yun发布了新的文献求助10
14秒前
14秒前
14秒前
kyra发布了新的文献求助10
15秒前
xiaoze发布了新的文献求助10
15秒前
16秒前
16秒前
小蘑菇应助Yana1311采纳,获得10
17秒前
17秒前
傻傻的小刺猬完成签到,获得积分10
17秒前
17秒前
17秒前
ColdSunWu发布了新的文献求助10
18秒前
小坤同学发布了新的文献求助10
18秒前
132发布了新的文献求助30
19秒前
轻松小张完成签到,获得积分10
19秒前
量子星尘发布了新的文献求助10
19秒前
shilong.yang发布了新的文献求助10
20秒前
YamDaamCaa应助kk采纳,获得30
20秒前
高分求助中
A new approach to the extrapolation of accelerated life test data 1000
ACSM’s Guidelines for Exercise Testing and Prescription, 12th edition 500
‘Unruly’ Children: Historical Fieldnotes and Learning Morality in a Taiwan Village (New Departures in Anthropology) 400
Indomethacinのヒトにおける経皮吸収 400
Phylogenetic study of the order Polydesmida (Myriapoda: Diplopoda) 370
基于可调谐半导体激光吸收光谱技术泄漏气体检测系统的研究 350
Robot-supported joining of reinforcement textiles with one-sided sewing heads 320
热门求助领域 (近24小时)
化学 材料科学 医学 生物 工程类 有机化学 生物化学 物理 内科学 纳米技术 计算机科学 化学工程 复合材料 遗传学 基因 物理化学 催化作用 冶金 细胞生物学 免疫学
热门帖子
关注 科研通微信公众号,转发送积分 3988786
求助须知:如何正确求助?哪些是违规求助? 3531116
关于积分的说明 11252493
捐赠科研通 3269766
什么是DOI,文献DOI怎么找? 1804771
邀请新用户注册赠送积分活动 881870
科研通“疑难数据库(出版商)”最低求助积分说明 809021