Research of Users’ Emotional Responses to Interactive Advertisements in Waiting Space

Abstract

Advertisements that can evoke emotional responses from users have been proven to be more successful than their counterparts as they engage the user in a way that allows their message to be heard. This study focuses on the use of non-commercial public service advertising in intelligent waiting spaces over recent years. It analyzes the emotional response of users in waiting spaces with different types of interactive advertising. Based on the three-factor theory of emotion, pleasure, arousal, dominance, and the cognitive dimension of advertising attitudes, this study focuses on the relationship among the subjects' emotional responses towards advertisements. It examines their first layer towards interactive advertisements as well as their second layer reactions caused by cognitive effects. First, beginning with initial case studies and analysis of scene interactive advertisements and induction interactive advertisements. Users were subsequently interviewed and asked about their first layer towards interactive advertisements, as well as their second layer reactions after cognition. Finally, using cross analyzed for emotional responses between the scene interactive advertisements and induction interactive advertisements. Results showed that scene interactive advertisements generated a higher level of pleasure and dominance in users' first layer than induction interactive advertisements. However the level of dominance generated was lower. After cognition, during the second layer phase, the arousal reaction was lower in induction interactive advertisements, yet the pleasure reaction was higher. Finally, results showed that second layer towards scene interactive advertisements generated the highest responses.



Author Information
Pung Yu Chen, National Yunlin University of Science and Technology, Taiwan
Li Shu Lu, National Yunlin University of Science and Technology, Taiwan

Paper Information
Conference: ACSS2016
Stream: Cultural and Media Studies

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