Kristen Lynch, Michigan State University Tao Deng, Michigan State University Saleem Alhabash, Michigan State University Olivia JuYoung Lee, Michigan State University Syed Ali Hussain, Michigan State University Alexandra Torres, Michigan State University Emily Clark, Michigan State University
Amidst growing concerns over algorithmic/programmatic ad placement, the current study investigates the effects of emotional content that precedes ads. This study uses a 2 (valence: positive vs. negative) x 2 (arousal: low vs. high) x 3 (ad repetition) x 3 (order) mixed factorial design to investigate the effects of prior exposure of emotional stimuli on psychophysiological responses, memory outcomes, and attitudinal and behavioral evaluations. Participants (N = 44) were exposed to neutral ads that were preceded by positive or negative images that also varied in the level of arousal. Results indicated that valence and arousal interacted to affect psychophysiological responses and memory outcomes, yet worked independently via two main effects on advertising effectiveness variables. Theoretically, the study extends the limited capacity model of mediated motivated message processing (LC4MP) to sequential message processing through the lens of the excitation transfer theory. On a practical level, the study provides evidence for contextual content effects on ad processing and effectiveness.
Sunday March 25, 2018 10:15am - 11:45am EDT
Financial I
