https://orcid.org/0000-0001-5927-7707
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Abstract
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 emotions can reduce the ad-skipping rate on social media platforms such as YouTube. Across three experiments, we showed the following results. First, the ad-skipping rate of emotional appeal ads was lower among consumers who had the goal of watching emotional (versus informational) videos. Second, ad-elicited empathy mediated this effect. Third, the effects of the emotional appeal ad on ad-skipping behaviors were contingent upon consumers’ predisposition to approach emotional experiences. Among consumers who were seeking emotional experiences, higher levels of empathy resulted in lower ad-skipping rates and longer ad-viewing duration when the emotional appeal of the ad matched with the emotional goal of video watching; in contrast, among consumers who were not seeking emotional experiences, the opposite effect was found.
Conflict of Interest
No potential conflicts of interest were reported by the authors.
Funding
This research did not receive any specific grant from funding agencies in the public, commercial, or not-for-profit sectors.
Additional information
Notes on contributors
Yongwoog Andrew Jeon
Yongwoog Andrew Jeon (PhD, University of Texas at Austin) is an assistant professor, Department of Marketing, College of Business, Northern Illinois University.
Yuhosua Ryoo
Yuhosua Ryoo (PhD, University of Texas at Austin) is an assistant professor, School of Journalism and Advertising, College of Arts and Media, Southern Illinois University.
Hye Jin Yoon
Hye Jin Yoon (PhD, University of Georgia) is an associate professor, Department of Advertising and Public Relations, Grady College of Journalism and Mass Communication, University of Georgia.