Increasing the Efficacy of Emotional Appeal Ads on Online Video-Watching Platforms: The Effects of Goals and Emotional Approach Tendency on Ad-Skipping Behavior,Journal of Advertising

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Increasing the Efficacy of Emotional Appeal Ads on Online Video-Watching Platforms: The Effects of Goals and Emotional Approach Tendency on Ad-Skipping Behavior
Journal of Advertising ( IF 5.4 ) Pub Date : 2022-06-01 , DOI: 10.1080/00913367.2022.2073299
Yongwoog Andrew Jeon ₁ , Yuhosua Ryoo ₂ , Hye Jin Yoon ₃

Affiliation

Using an experimental tool that tracks viewers’ real-time ad-skipping behavior, the current research tested when and why a highly arousing emotional appeal ad that induces a set of complex discrete...

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