Exploring the impact of affect on the effectiveness of comparative versus non-comparative advertisements

Wu, Linwan; Wen, Taylor Jing

doi:10.1080/02650487.2018.1454020

Cited by 17 publications

(14 citation statements)

References 46 publications

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“…In the emotional congruency conditions, when both the music video and the ad trigger same-valenced emotions, the music video elicits context-induced affect, whereas the ad elicits ad-induced affect. In addition, research comparing context- and ad-induced affect suggests that ad-induced affect is more relevant to the evaluation target (i.e., the ad) and thus should directly influence the ad judgments (Chang 2011; Wu and Wen 2019). In other words, the order in which the ad is shown before or after the music video should not impact the relevance of the ad-induced affect to ad evaluation.…”

Section: Literature Reviewmentioning

confidence: 99%

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

Wen¹,

Chuan²,

Tsai³

et al. 2022

Journal of Interactive Marketing

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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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Section: Literature Reviewmentioning

confidence: 99%

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

Wen¹,

Chuan²,

Tsai³

et al. 2022

Journal of Interactive Marketing

Self Cite

View full text Add to dashboard Cite

show abstract

“…Third, a mixed comparative review may be perceived as a negative comparison as it may include positive information about a sponsored brand and negative information about the competing brand (i.e., "You are bad, but we are good.") (Jain and Posavac 2004;Wu and Wen 2019).…”

Section: Mixed Comparative Separate Comparative and Regular Consumer Reviewsmentioning

confidence: 99%

“…Comparative advertisements are generally found more effective than noncomparative advertisements. However, attitude toward an advertisement is negatively affected when the advertisement is a negative comparative (Jain and Posavac 2004;Wu and Wen 2019). Although extensive literature evaluates the performance of comparative advertisements, to our knowledge, no study has focused on the value of comparative consumer reviews.…”

Section: Mixed Comparative Separate Comparative and Regular Consumer Reviewsmentioning

confidence: 99%

Comparative Reviews vs. Regular Consumer Reviews

Vali¹,

Yildirim

2021

Journal of Global Information Management

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This study proposes and evaluates the effect of “mixed” comparative reviews on review value and compares the results with “separate” comparative and regular reviews. A total of 201 subjects have participated in the experiment conducted in this study. Results indicate that mixed comparative reviews in text format are perceived as less valuable than separate comparative reviews in text format. However, mixed comparative reviews in tabular format have more review value than those in text format and are perceived as more valuable than regular reviews of one product in either format. Unsurprisingly, the positive reviews of the target product lead to higher product attitude than negative reviews. However, this effect is weak in mixed (vs. separate) comparative reviews.

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“…Previous research has demonstrated that mood exerts significant effects on information processing, and in turn, results in different evaluations of advertisements and brands (Adaval, 2003; Lee & Sternthal, 1999; Sar, 2013). For example, positive moods were found to trigger greater global processing (or relational elaboration) while negative moods were found to trigger greater local processing (or item‐specific elaboration) (Wu & Wen, 2019). Moreover, mood could also influence how people react to ad disclosure and persuasion attempts.…”

Section: Introductionmentioning

confidence: 99%

The mood effect: How mood, disclosure language and ad skepticism influence the effectiveness of native advertising

Wen

Dodoo

et al. 2023

J of Consumer Behaviour

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This research investigated the interplay between mood, disclosure language, and ad skepticism on consumers' recognition and evaluation of native advertising. During two online experiments, participants first received a mood manipulation and then read an article‐style native advertisement. Results from both studies indicated that participants were more likely to recognize a native ad with an explicit rather than an implicit disclosure label, and a negative mood was more likely than a positive mood to drive participants to recognize the native ad. More importantly, participants in a positive mood evaluated a native ad with an implicit disclosure more favorably than an ad with an explicit disclosure. By contrast, participants in a negative mood responded more positively to a native ad with explicit disclosure compared to an ad with implicit disclosure. Study 2 demonstrated that the interaction between mood and disclosure language was further moderated by individuals' levels of ad skepticism. These results are believed to provide meaningful theoretical and practical implications to the field of native advertising and consumer behavior.

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Exploring the impact of affect on the effectiveness of comparative versus non-comparative advertisements

Cited by 17 publications

References 46 publications

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

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

Comparative Reviews vs. Regular Consumer Reviews

The mood effect: How mood, disclosure language and ad skepticism influence the effectiveness of native advertising

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