Reconsidering Recall and Emotion in Advertising

Mehta, Abhilasha; Purvis, Scott C.

doi:10.2501/s0021849906060065

Cited by 109 publications

(78 citation statements)

References 4 publications

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“…When individuals are captivated and attentive to advertising stimuli, ad recall increases (Mehta and Pruvis 2006). The constant advertising of unhealthy foods could possibly stimulate sensory processes and desires that eventually lead to food consumption (Gearhardt et al 2009).…”

Section: Ruminationmentioning

confidence: 98%

Eating Their Feelings: Examining Emotional Eating in At-Risk Groups in the United States

2010

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Section: Ruminationmentioning

confidence: 98%

Eating Their Feelings: Examining Emotional Eating in At-Risk Groups in the United States

2010

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“…Berger and Milkman [27] found that positive affect inducing content was more likely to be shared than negative affective inducing content and that virality was also driven by highly arousing content. Recall is a commonly used measure of advertising effectiveness and emotions influence recall [28]. Ambler and Burne [29] found that ads with more intense emotion were more memorable and that -blockers that suppress affect reduced the ability to recall ads.…”

Section: Market Researchmentioning

confidence: 99%

Predicting Ad Liking and Purchase Intent: Large-Scale Analysis of Facial Responses to Ads

McDuff

Kaliouby

Cohn

et al. 2015

IEEE Trans. Affective Comput.

127

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Abstract-Billions of online video ads are viewed every month. We present a large-scale analysis of facial responses to video content measured over the Internet and their relationship to marketing effectiveness. We collected over 12,000 facial responses from 1,223 people to 170 ads from a range of markets and product categories. The facial responses were automatically coded frameby-frame. Collection and coding of these 3.7 million frames would not have been feasible with traditional research methods. We show that detected expressions are sparse but that aggregate responses reveal rich emotion trajectories. By modeling the relationship between the facial responses and ad effectiveness we show that ad liking can be predicted accurately (ROC AUC=0.85) from webcam facial responses. Furthermore, the prediction of a change in purchase intent is possible (ROC AUC=0.78). Ad liking is shown by eliciting expressions, particularly positive expressions. Driving purchase intent is more complex than just making viewers smile: peak positive responses that are immediately preceded by a brand appearance are more likely to be effective. The results presented here demonstrate a reliable and generalizable system for predicting ad effectiveness automatically from facial responses without a need to elicit self-report responses from the viewers. In addition we can gain insight into the structure of effective ads.

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“…Thus, emotional appeal advertisement is triggered to buy some product and improve enhancement of communication [4].…”

Section: Theoretical Backgroundmentioning

confidence: 99%

The Effectiveness of Advertisement after Consumer Dissatisfaction

Sung¹

2016

IJIBSM

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Reconsidering Recall and Emotion in Advertising

Cited by 109 publications

References 4 publications

Eating Their Feelings: Examining Emotional Eating in At-Risk Groups in the United States

Eating Their Feelings: Examining Emotional Eating in At-Risk Groups in the United States

Predicting Ad Liking and Purchase Intent: Large-Scale Analysis of Facial Responses to Ads

The Effectiveness of Advertisement after Consumer Dissatisfaction

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