Viewer Engagement in Response to Mixed and Uniform Emotional Content in Marketing Videos-An Electroencephalographic Study.
Sensors (Basel)
; 24(2)2024 Jan 14.
Article
en En
| MEDLINE
| ID: mdl-38257610
ABSTRACT
This study presents the results of an experiment designed to investigate whether marketing videos containing mixed emotional content can sustain consumers interest longer compared to videos conveying a consistent emotional message. During the experiment, thirteen participants, wearing EEG (electroencephalographic) caps, were exposed to eight marketing videos with diverse emotional tones. Participant engagement was measured with an engagement index, a metric derived from the power of brain activity recorded over the frontal and parietal cortex and computed within three distinct frequency bands theta (4-8 Hz), alpha (8-13 Hz), and beta (13-30 Hz). The outcomes indicated a statistically significant influence of emotional content type (mixed vs. consistent) on the duration of user engagement. Videos containing a mixed emotional message were notably more effective in sustaining user engagement, whereas the engagement level for videos with a consistent emotional message declined over time. The principal inference drawn from the study is that advertising materials conveying a consistent emotional message should be notably briefer than those featuring a mixed emotional message to achieve an equivalent level of message effectiveness, measured through engagement duration.
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Texto completo:
1
Banco de datos:
MEDLINE
Asunto principal:
Publicidad
/
Mercadotecnía
Límite:
Humans
Idioma:
En
Año:
2024
Tipo del documento:
Article