Increasing the Efficacy of Emotional Appeal Ads on Online Video-Watching Platforms

The Effects of Goals and Emotional Approach Tendency on Ad-Skipping Behavior

Bibliographic Data

ID21422838
AuthorsYongwoog Andrew Jeon (0000-0001-5927-7707, Northern Illinois University, DeKalb, Illinois, USA), Yuhosua Ryoo (0000-0001-8153-9320, Southern Illinois University, Carbondale, Illinois, USA), Hye Jin Yoon (0000-0002-8937-0600, University of Georgia, Athens, Georgia, USA, corresponding author)
Year2024
Volume53
Issue1
Pages1-18
Publication date2024-01-01
Peer ReviewedYes
Open AccessNo
TypeARTICLE
VenueJournal of Advertising (JOURNAL)
Journal identifiersISSN: 0091-3367 • E-ISSN: 1557-7805
PublisherInforma UK Limited (PUBLISHER • GB)
DOI10.1080/00913367.2022.2073299
OpenAlexW4281671505
LanguageEN
Citations received5
References cited55

Using an experimental tool that tracks viewers’ real-time ad-skipping behavior, the current research tested when and why a highly arousing emotional appeal ad that induces a set of complex discrete emotions can reduce the ad-skipping rate on social media platforms such as YouTube. Across three experiments, we showed the following results. First, the ad-skipping rate of emotional appeal ads was lower among consumers who had the goal of watching emotional (versus informational) videos. Second, ad-elicited empathy mediated this effect. Third, the effects of the emotional appeal ad on ad-skipping behaviors were contingent upon consumers’ predisposition to approach emotional experiences. Among consumers who were seeking emotional experiences, higher levels of empathy resulted in lower ad-skipping rates and longer ad-viewing duration when the emotional appeal of the ad matched with the emotional goal of video watching; in contrast, among consumers who were not seeking emotional experiences, the opposite effect was found

Advertising · Appeal · Appeal to emotion · Business · Developmental psychology · Emotional behavior · Empathy · Set (abstract data type) · Social media · Computer Science · Consumer Behavior in Brand Consumption and Identification · Digital Marketing and Social Media · Media Influence and Health · Psychology · Social Psychology

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