Why, When, and How Much to Entertain Consumers in Advertisements? A Web-Based Facial Tracking Field Study
The presence of positive entertainment (e.g., visual imagery, upbeat music, humor) in TV advertisements can make them more attractive and persuasive. However, little is known about the downside of too much entertainment. This research focuses on why, when, and how much to entertain consumers in TV a...
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| Format: | Article |
| Language: | en_US |
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Institute for Operations Research and the Management Sciences (INFORMS)
2017
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| Online Access: | http://hdl.handle.net/1721.1/107701 https://orcid.org/0000-0002-5661-0022 |
| _version_ | 1811086349211533312 |
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| author | Teixeira, Thales el Kaliouby, Rana Picard, Rosalind W. |
| author2 | Massachusetts Institute of Technology. Media Laboratory |
| author_facet | Massachusetts Institute of Technology. Media Laboratory Teixeira, Thales el Kaliouby, Rana Picard, Rosalind W. |
| author_sort | Teixeira, Thales |
| collection | MIT |
| description | The presence of positive entertainment (e.g., visual imagery, upbeat music, humor) in TV advertisements can make them more attractive and persuasive. However, little is known about the downside of too much entertainment. This research focuses on why, when, and how much to entertain consumers in TV advertisements. We collected data in a large scale field study using 82 ads with various levels of entertainment shown to 178 consumers in their homes and workplaces. Using a novel web-based face tracking system, we continuously measure consumers' smile responses, viewing interest, and purchase intent. A simultaneous Bayesian hierarchical model is estimated to assess how different levels of entertainment affect purchases by endogenizing viewing interest. We find that entertainment has an inverted U-shape relationship to purchase intent. Importantly, we separate entertainment into that which comes before the brand versus that which comes after, and find that the latter is positively associated with purchase intent while the former is not. |
| first_indexed | 2024-09-23T13:24:43Z |
| format | Article |
| id | mit-1721.1/107701 |
| institution | Massachusetts Institute of Technology |
| language | en_US |
| last_indexed | 2024-09-23T13:24:43Z |
| publishDate | 2017 |
| publisher | Institute for Operations Research and the Management Sciences (INFORMS) |
| record_format | dspace |
| spelling | mit-1721.1/1077012022-09-28T13:59:25Z Why, When, and How Much to Entertain Consumers in Advertisements? A Web-Based Facial Tracking Field Study Teixeira, Thales el Kaliouby, Rana Picard, Rosalind W. Massachusetts Institute of Technology. Media Laboratory Program in Media Arts and Sciences (Massachusetts Institute of Technology) Picard, Rosalind W. The presence of positive entertainment (e.g., visual imagery, upbeat music, humor) in TV advertisements can make them more attractive and persuasive. However, little is known about the downside of too much entertainment. This research focuses on why, when, and how much to entertain consumers in TV advertisements. We collected data in a large scale field study using 82 ads with various levels of entertainment shown to 178 consumers in their homes and workplaces. Using a novel web-based face tracking system, we continuously measure consumers' smile responses, viewing interest, and purchase intent. A simultaneous Bayesian hierarchical model is estimated to assess how different levels of entertainment affect purchases by endogenizing viewing interest. We find that entertainment has an inverted U-shape relationship to purchase intent. Importantly, we separate entertainment into that which comes before the brand versus that which comes after, and find that the latter is positively associated with purchase intent while the former is not. 2017-03-24T20:29:26Z 2017-03-24T20:29:26Z 2014-05 2013-01 Article http://purl.org/eprint/type/JournalArticle 0732-2399 1526-548X http://hdl.handle.net/1721.1/107701 Teixeira, Thales, Rosalind Picard, and Rana el Kaliouby. “Why, When, and How Much to Entertain Consumers in Advertisements? A Web-Based Facial Tracking Field Study.” Marketing Science 33, no. 6 (November 2014): 809–827. https://orcid.org/0000-0002-5661-0022 en_US http://dx.doi.org/10.1287/mksc.2014.0854 Marketing Science Creative Commons Attribution-Noncommercial-Share Alike http://creativecommons.org/licenses/by-nc-sa/4.0/ application/pdf Institute for Operations Research and the Management Sciences (INFORMS) MIT web domain |
| spellingShingle | Teixeira, Thales el Kaliouby, Rana Picard, Rosalind W. Why, When, and How Much to Entertain Consumers in Advertisements? A Web-Based Facial Tracking Field Study |
| title | Why, When, and How Much to Entertain Consumers in Advertisements? A Web-Based Facial Tracking Field Study |
| title_full | Why, When, and How Much to Entertain Consumers in Advertisements? A Web-Based Facial Tracking Field Study |
| title_fullStr | Why, When, and How Much to Entertain Consumers in Advertisements? A Web-Based Facial Tracking Field Study |
| title_full_unstemmed | Why, When, and How Much to Entertain Consumers in Advertisements? A Web-Based Facial Tracking Field Study |
| title_short | Why, When, and How Much to Entertain Consumers in Advertisements? A Web-Based Facial Tracking Field Study |
| title_sort | why when and how much to entertain consumers in advertisements a web based facial tracking field study |
| url | http://hdl.handle.net/1721.1/107701 https://orcid.org/0000-0002-5661-0022 |
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