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dc.contributor.authorTeixeira, Thales
dc.contributor.authorel Kaliouby, Rana
dc.contributor.authorPicard, Rosalind W.
dc.date.accessioned2017-03-24T20:29:26Z
dc.date.available2017-03-24T20:29:26Z
dc.date.issued2014-05
dc.date.submitted2013-01
dc.identifier.issn0732-2399
dc.identifier.issn1526-548X
dc.identifier.urihttp://hdl.handle.net/1721.1/107701
dc.description.abstractThe presence of positive entertainment (e.g., visual imagery, upbeat music, humor) in TV advertisements can make them more attractive and persuasive. However, little is known about the downside of too much entertainment. This research focuses on why, when, and how much to entertain consumers in TV advertisements. We collected data in a large scale field study using 82 ads with various levels of entertainment shown to 178 consumers in their homes and workplaces. Using a novel web-based face tracking system, we continuously measure consumers' smile responses, viewing interest, and purchase intent. A simultaneous Bayesian hierarchical model is estimated to assess how different levels of entertainment affect purchases by endogenizing viewing interest. We find that entertainment has an inverted U-shape relationship to purchase intent. Importantly, we separate entertainment into that which comes before the brand versus that which comes after, and find that the latter is positively associated with purchase intent while the former is not.en_US
dc.language.isoen_US
dc.publisherInstitute for Operations Research and the Management Sciences (INFORMS)en_US
dc.relation.isversionofhttp://dx.doi.org/10.1287/mksc.2014.0854en_US
dc.rightsCreative Commons Attribution-Noncommercial-Share Alikeen_US
dc.rights.urihttp://creativecommons.org/licenses/by-nc-sa/4.0/en_US
dc.sourceMIT web domainen_US
dc.titleWhy, When, and How Much to Entertain Consumers in Advertisements? A Web-Based Facial Tracking Field Studyen_US
dc.typeArticleen_US
dc.identifier.citationTeixeira, Thales, Rosalind Picard, and Rana el Kaliouby. “Why, When, and How Much to Entertain Consumers in Advertisements? A Web-Based Facial Tracking Field Study.” Marketing Science 33, no. 6 (November 2014): 809–827.en_US
dc.contributor.departmentMassachusetts Institute of Technology. Media Laboratoryen_US
dc.contributor.departmentProgram in Media Arts and Sciences (Massachusetts Institute of Technology)en_US
dc.contributor.mitauthorPicard, Rosalind W.
dc.relation.journalMarketing Scienceen_US
dc.eprint.versionAuthor's final manuscripten_US
dc.type.urihttp://purl.org/eprint/type/JournalArticleen_US
eprint.statushttp://purl.org/eprint/status/PeerRevieweden_US
dspace.orderedauthorsTeixeira, Thales; Picard, Rosalind; el Kaliouby, Ranaen_US
dspace.embargo.termsNen_US
dc.identifier.orcidhttps://orcid.org/0000-0002-5661-0022
mit.licenseOPEN_ACCESS_POLICYen_US


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