LAUSR

Abstract Video advertisements have become a popular form of communication for advertisers seeking to reach promotion objectives. Yet, the literature on video ads on social media has mainly focused on the content characteristics driving consumers’ behavioral engagement. Notably few studies have investigated behavioral engagement in terms of individuals’ differences in information processing. The current study thus examined how individuals’ information processing style—i.e., preference for affect (PFA) and need for cognition (NFC)—interacts with message appeal—i.e., emotional vs. information—in driving consumers’ behavioral engagement. In particular, we investigated individuals’ NFC and PFA independently and collectively. Results showed emotional appeals (vs. information appeals) resulted in greater consumer engagement intention. Individuals’ NFC didn’t significantly impact consumers’ responses toward video ads on social media, but individuals’ PFA was found to be a significant factor moderating the effect of ad appeal on consumers’ behavioral engagement intention. This finding was confirmed through the study’s collective approach to NFC and PFA. Theoretical and managerial implications are discussed at the end.