TV vs. YouTube: TV Advertisements Capture More Visual Attention, Create More Positive Emotions and Have a Stronger Impact on Implicit Long-Term Memory

Frontiers in Psychology

article

David Weibel¹  Bartholomäus Wissmath²  Roman di Francesco²  Roland Kopf⁴  Samuel Fahrni⁴  Adrian Brunner¹  Philipp Kronenberg²  Janek S. Lobmaier¹  Thomas P. Reber³  Fred W. Mast¹ 

[1] Department of Psychology, University of Bern;w hoch 2;Faculty of Psychology, Swiss Distance Learning University;Admeira;Department of Epileptology, University of Bonn

关键词: television;    eye-tracking;    skin-conductance response;    long-term memory;    implicit memory;    advertisements;    YouTube;    purchase intent;   

DOI  :  10.3389/fpsyg.2019.00626

学科分类：社会科学、人文和艺术（综合）

来源: Frontiers

【 摘 要 】

In an experiment, effects of commercials that are either shown within a TV program or embedded in YouTube videos were compared. These two media environments have not yet been compared empirically in terms of their advertising impact. A within-subjects design and a multi-method approach were used ( N = 36). Eye tracking data show that more attention is allocated to advertisements that appear within a TV program compared to the YouTube-condition and the viewing experience elicited more positive emotions in the TV-condition. Two days after reception, no difference in recognition, likeability, and purchase intention occurred, but in terms of implicit long-term memory: In the TV condition, brands that were previously advertised but no longer remembered elicited stronger skin conductance change than brands for which no advertisements had previously been shown. In terms of advertising impact, TV seems to still be the better choice for advertisers. Presentation mode should be considered in future evaluation of advertisement potential.

【 授权许可】

CC BY