Abstract

While prior work has examined the effects of emotions on consumers’ attitudes toward ads, little research has explored how the joint presence of positive and negative emotions affects ad-related outcomes and to what extent such ads are common. This research leverages recent advances in emotion recognition technology to identify emotions based on the facial expressions of actors in Super Bowl ads aired over the past five years. We examine how the joint presence of happiness—a basic positive emotion—and sadness, disgust, anger, and fear—basic negative emotions—in these ads predict USA TODAY Ad Meter scores (the premier tracker of public opinion on Super Bowl ads). Results show that the joint presence of happiness and sadness enhances ad liking, the presence of happiness and fear reduces ad liking, while the presence of happiness and anger or happiness and disgust do not affect ad liking. We discuss the theoretical and methodological implications of these findings and future research directions.

摘要

虽然之前的工作已经研究了情绪对消费者对广告态度的影响，但很少有研究探讨积极和消极情绪的共同存在如何影响广告相关的结果以及此类广告的常见程度。这项研究利用情绪识别技术的最新进展，根据过去五年播放的超级碗广告中演员的面部表情来识别情绪。我们研究了这些广告中快乐（一种基本的积极情绪）和悲伤、厌恶、愤怒和恐惧（基本的消极情绪）的共同存在如何预测《今日美国》广告计分（超级碗广告舆论的主要跟踪器）。结果表明，快乐和悲伤的共同存在会增强广告的喜好度，快乐和恐惧的共同存在会降低广告的喜好度，而快乐和愤怒或快乐和厌恶的存在并不影响广告的喜好。我们讨论这些发现的理论和方法论意义以及未来的研究方向。