Decoding Emotional (In)Congruency: A Computational Approach Toward Ad Placement on YouTube
Sign Up to like & getrecommendations! Published in 2022 at "Journal of Interactive Marketing"
DOI: 10.1177/10949968221095546
Abstract: This study illuminates the varied emotional mechanisms underlying consumer response to ads paired with emotionally congruent versus incongruent content in different placement positions. This work expands the media planning literature that has narrowly focused on… read more here.
Keywords: congruency; emotionally incongruent; music videos; decoding emotional ... See more keywords