Spreading the virus : emotional tone of viral advertising and its effect on forwarding intentions and attitudes

iral advertising has attracted advertisers in recent years, yet little is known about how exactly it works from an information processing perspective. This study extends knowledge by exploring how the emotional tone (pleasant, unpleasant, coactive) of viral video ads affects attitude toward the ad, attitude toward the brand, and forwarding intentions. Results indicate that pleasant emotional tone elicits the strongest attitude toward the ad, attitude toward the brand, and intention to forward. The effects were weaker for coactive tone and weakest for negative emotional tone. These results challenge the common approach of shocking or scaring online users to motivate them to forward a viral video

The effects of arousing video on attention and memory for attack vs. non-attack political advertisements

Abstract only availableDuring the election season, it may appear that television viewers are bombarded with political advertisements. Furthermore, it may also appear that the majority of these advertisements are routinely negative. It has been said that candidates use attack advertisements because they work; that is to say, attack advertisements are more memorable than non-attack advertisements. Much research has been done on political advertisements, with mixed conclusions on the effectiveness of attack versus non-attack advertisements. My research on the effect of arousing advertisements attempts to add clarity to the question of if and why attack advertisements affect memory to a greater degree than non-attacks advertisements. I will directly test the hypothesis that memory is not necessarily affected by the content of the advertisements (i.e. attack or non-attack), but rather by the production values of the advertisements (i.e. how arousing the advertisement is). If this hypothesis is true, the direct implication is that candidates do not have to design a negative attack advertisement to be successful in their campaign, but rather they can create arousing, positive advertisements that focus solely on themselves and their position. Consequently, I believe that advertisers will be able to use the results of my research to help them create more suitable and effective advertisements. The study will test the dependent variables of attention, emotional valence, memory, and attitude. Attention to the advertisements will be measured by obtaining a participant's heart rate. Deceleration of heart rate is indicative of attention to the message. Emotional valence will be measured through facial EMG (measurement of smile and frown muscle activity). Memory will be tested through a recognition test. Attitudes toward the advertisements will be measured through the use of a questionnaire.MU Undergraduate Research Scholars Progra

Effects of emotional tone and visual complexity on processing health risk and benefit information in DTC advertising [abstract]

Abstract only availableThe expenditure of direct-to-consumer (DTC) prescription drug advertising has more than quadrupled since 1996 reaching $4.2 billion in 2005. This study examines how emotional tone and visual complexity affect recognition and attitude toward the ad in DTC drug advertising. Using 50-55 and 70-75 year olds participants, the experiment examines the impact of cognitive aging on memory for risks and benefits communicated through televised DTC ads.MU Undergraduate Research Scholars Progra

Cognitive and Emotional Processing of Positive, Persuasive Messages in TV Ads [abstract]

Abstract only availableFaculty Mentor: Dr. Paul Bolls, JournalismStudies suggest the human affective system is comprised of two separate appetitive and aversive subsystems and activation of those two subsystems is individualized. The primary focus of this study is to determine whether these individual differences (positivity offset or PO and negativity bias or NB) are predictors of cognitive and emotional responses to highly positive advertisements. Using the Motivational Activation Measure to isolate individual participants' positivity offsets and negativity biases, preliminary results suggest that these resting levels of activation are likely predictors of attention and intense positive emotion experienced during exposure and in turn are predictors of ad attitudes. Emerging trends of cardiac deceleration in groups with higher PO indicate more allocation of cognitive resources to encoding these ads. More consistent and sharper increases in orbiculous oculi facial electromyography also indicate more intensely positive emotion in these groups.MU Undergraduate Research Scholars Progra

Measuring Audience Responses of Video Advertisements using Physiological Sensors

The selection of the audio track, the best timing to overlay the logo, and the overall duration, all these issues affect the effectiveness of immersive media. Since traditional methods to evaluate the user experience of potential consumers (e.g., surveys or eye tracking) have severe limitations, we used data gathered from physiological sensor to measure the viewers’ watching experiences. In this paper we report how we used our own Galvanic Skin Response (GSR) sensors to measure audience experience for the two different audio tracks of a commercial. Our results show that our GSR technology can play an important role for the advertisement community. In contrast with surveys, using GSR data relevant results can be obtained even with small number of participants, and the viewers’ experiences are more vividly visualized. This enables advertisers to, for example, be able to decide the proper length of a commercial

"Measuring Audience Responses of Video Advertisements using Physiological Sensors,"

The selection of the audio track, the best timing to overlay the logo, and the overall duration, all these issues affect the effectiveness of immersive media. Since traditional methods to evaluate the user experience of potential consumers (e.g., surveys or eye tracking) have severe limitations, we used data gathered from physiological sensor to measure the viewers’ watching experiences. In this paper we report how we used our own Galvanic Skin Response (GSR) sensors to measure audience experience for the two different audio tracks of a commercial. Our results show that our GSR technology can play an important role for the advertisement community. In contrast with surveys, using GSR data relevant results can be obtained even with small number of participants, and the viewers’ experiences are more vividly visualized. This enables advertisers to, for example, be able to decide the proper length of a commercial

The impact of the sonic logo’s acoustic features on orienting responses, emotions and brand personality transmission

Purpose: The purpose of this study is to determine how sonic logo’s acoustic features (intensity, pitch and pace) based on melodic tunes with no voice orient the response of consumers, attract attention, elicit levels of pleasantness and calmness and transmit brand personality traits. Design/methodology/approach: A within-subject experimental factorial design is applied to measure emotional arousal (indexed as electrodermal activity) and enhancement on perceptual processing (indexed as heart rate), as well as self-reported factors, namely, calmness/excitement, pleasantness and brand personality scales. Findings: Results show a significant increase on electrodermal activity associated with fast-paced sonic logos and a decrease in heart rate in slow-paced long sonic logos. Also, fade-up, pitch-ascending fast sonic logos are defined as more exciting and descending-pitch sonic logos as more pleasant. Research limitations/implications: The use of sonic logos with no voice does limit its implications. Besides, the use of three variables simultaneously with 18 versions of sonic logos in a laboratory setting may have driven participants to fatigue; hence, findings should be cautiously applied. Practical implications: First, sonic logos are best processed in a fade-up form. Second, fast pace is recommended to orient response, whereas slow pace is recommended to transmit calmness. Practitioners may opt for fast-paced sonic logos if the design is new or played in a noisy environment and opt for slow-paced sonic logos in already highly recognized sound designs. Originality/value: To the best of authors’ knowledge, this study is the first to combine psychophysiological measures and self-reported scales in a laboratory experiment on how sonic logo’s acoustic features orient response, transmit emotions and personality traits