This thesis investigates the impact of ad-evoked emotions on the important variables of interest in order to measure advertising effectiveness and predict purchase intent: attitude toward the advertisement, attitude toward the brand, customer satisfaction and purchase intention. In this thesis, the review of the progress in the fields of affective computing, advertising and consumer behaviour is elaborated in order to shed light on the association between emotion and ad effectiveness & purchase intent. A combination of self-assessment and facial emotion recognition software tool were employed in laboratory settings. 24 subjects were exposed to the six short video commercials which evoke happy, sad and neutral emotions and asked to fill the questionnaire while their real-time facial responses and survey data were collected. In online environment, a larger group of subjects, 226, watched the six commercials and completed the more detailed self-report. The results of both methods show that emotion has an important role on ad effectiveness and purchase intent, particularly ‘happiness’. While ad effectiveness can be read real-time via autonomous measures, alas purchase intent require to be supported by other factors which can be measured through self-reports.
Questa tesi analizza l'impatto che le emozioni suscitate dalla pubblicità rispetto alle importanti variabili di interesse al fine di misurarne l'efficacia e prevedere l'intenzione di acquisto nel pubblico: Atteggiamento verso la pubblicità, atteggiamento verso il brand, soddisfazione del cliente e intenzione di acquisto. In questa tesi viene condotta un'attenta revisione dei progressi nei campi dell'informatica affettiva, della pubblicità e del comportamento del consumatore al fine di far luce sull'associazione tra emozione, efficacia dell'annuncio e intento di acquisto. Una combinazione di test di autovalutazione e analisi software di riconoscimento delle emozioni facciali è stata utilizzata in ambienti di laboratorio. Un campione di Ventiquattro (24) soggetti è stato esposto ai sei brevi spot video che suscitano emozioni felici, tristi e neutrali. Nella stessa sede gli è stato chiesto di compilare un questionario mentre contestualmente venivano raccolte le loro risposte facciali in tempo reale tramite analisi software. Online, un gruppo più ampio di soggetti, 226, ha guardato i sei spot pubblicitari e ha completato un questionario più dettagliato.
Emotion impact on ad effectiveness and purchase intent by facial reactions and self-report measures
AYDOGAN, TUGBA
2019/2020
Abstract
This thesis investigates the impact of ad-evoked emotions on the important variables of interest in order to measure advertising effectiveness and predict purchase intent: attitude toward the advertisement, attitude toward the brand, customer satisfaction and purchase intention. In this thesis, the review of the progress in the fields of affective computing, advertising and consumer behaviour is elaborated in order to shed light on the association between emotion and ad effectiveness & purchase intent. A combination of self-assessment and facial emotion recognition software tool were employed in laboratory settings. 24 subjects were exposed to the six short video commercials which evoke happy, sad and neutral emotions and asked to fill the questionnaire while their real-time facial responses and survey data were collected. In online environment, a larger group of subjects, 226, watched the six commercials and completed the more detailed self-report. The results of both methods show that emotion has an important role on ad effectiveness and purchase intent, particularly ‘happiness’. While ad effectiveness can be read real-time via autonomous measures, alas purchase intent require to be supported by other factors which can be measured through self-reports.File | Dimensione | Formato | |
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https://hdl.handle.net/10589/153760