Abstract

By applying the computational method of decision trees, this research identifies the most decisive attributes enhancing ad persuasiveness by examining the contextual effects of emotional (in)congruence on ad placement for music videos on YouTube. Findings of this interdisciplinary research not only evaluated key psychological constructs via a computational approach to predict persuasiveness but also extended the theoretical consideration of contextual (in)congruence into the domain of emotion. Methodologically, this study demonstrates the effectiveness of decision trees in exploratory theory testing. Practically, the predictive results from the decision tree model provide much needed strategic guidance to inform advertising design and evaluation for video-sharing websites.

摘要

通过应用决策树的计算方法，本研究通过检查情感（不一致）一致性对 YouTube 音乐视频广告位置的上下文影响，确定了增强广告说服力的最具决定性的属性。这项跨学科研究的结果不仅通过计算方法评估了关键的心理结构以预测说服力，而且还将上下文（不）一致性的理论考虑扩展到了情感领域。在方法论上，本研究证明了决策树在探索性理论测试中的有效性。实际上，决策树模型的预测结果为视频共享网站的广告设计和评估提供了急需的战略指导。