Text On Screen: Can Emotionally Incongruent Combinations of Media Frames and Messages Elicit Coactivation in the Motivational Systems
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DOI: 10.1080/15213269.2017.1412323
Abstract: ABSTRACT Social media is becoming one of the most common deployment methods for antidrug and risk message campaigns. This is largely due to the low cost and high distribution that social media affords. This article… read more here.
Keywords: social media; emotionally incongruent; message; coactivation motivational ... See more keywords
Decoding Emotional (In)Congruency: A Computational Approach Toward Ad Placement on YouTube
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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