Predicting Advertising Persuasiveness: A Decision Tree Method for Understanding Emotional (In)Congruence of Ad Placement on YouTube

References

• Aaker, David A., and Phillip K. Brown. 1972. “Evaluating Vehicle Source Effects.” Journal of Advertising Research 12 (4): 11–16.
   Web of Science ®Google Scholar
• Anderson, Matt. 2018. “40 Years After Video Killed the Radio Star, YouTube Is Transforming Music: Here’s What Brands Need to Know,” Think with Google, June. https://www.thinkwithgoogle.com/music-videos/
   Google Scholar
• Baker, William E., and Richard J. Lutz. 2000. “An Empirical Test of an Updated Relevance-Accessibility Model of Advertising Effectiveness.” Journal of Advertising 29 (1): 1–14. doi:10.1080/00913367.2000.10673599.
   Web of Science ®Google Scholar
• Bashir, Aqsa, Jing Wen, Eunice Kim, and Jon D. Morris. 2018. “The Role of Consumer Affect on Visual Social Networking Sites: How Consumers Build Brand Relationships.” Journal of Current Issues & Research in Advertising 39 (2): 178–191. doi:10.1080/10641734.2018.1428250.
   Web of Science ®Google Scholar
• Becker-Olsen, Karen, Andrew Cudmore, and Ronald Paul Hill. 2006. “The Impact of Perceived Corporate Social Responsibility on Consumer Behavior.” Journal of Business Research 59 (1): 46–53. doi:10.1016/j.jbusres.2005.01.001.
   Web of Science ®Google Scholar
• Belanche, Daniel, Carlos Flavián, and Alfredo Pérez-Rueda. 2017. “Understanding Interactive Online Advertising: Congruence and Product Involvement in Highly and Lowly Arousing, Skippable Video Ads.” Journal of Interactive Marketing 37: 75–88. doi:10.1016/j.intmar.2016.06.004.
   Web of Science ®Google Scholar
• Bellman, Steven, Robert F. Potter, Jennifer A. Robinson, and Duane Varan. 2021. “The Effectiveness of Various Video Ad-Choice Formats.” Journal of Marketing Communications 27 (6): 631–650. doi:10.1080/13527266.2020.1753091.
   Google Scholar
• Berger, Jonah, and Katherine L. Milkman. 2012. “What Makes Online Content Viral?” Journal of Marketing Research 49 (2): 192–205. doi:10.1509/jmr.10.0353.
   Web of Science ®Google Scholar
• Blanco, Carlos Flavián, Miguel Guinalíu Blasco, and Isabel Iguacel Azorín. 2010. “Entertainment and Informativeness as Precursory Factors of Successful Mobile Advertising Messages.” Communications of the IBIMA 10: 1–11. doi:10.5171/2010.130147.
   Google Scholar
• Bower, Gordon H., and Joseph P. Forgas. 2000. “Affect, Memory, and Social Cognition.” In Cognition and Emotion, edited by E. Eich, J. F. Kihlstrom, G. H. Bower, J. P. Forgas, and P. M. Niedenthal, 87–168. New York: Oxford University Press.
   Google Scholar
• Brehm, JackW. 1966. A Theory of Psychological Reactance. New York: Academic Press.
   Google Scholar
• Breiman, Leo. 2001. “Random Forests.” Machine Learning 45 (1): 5–32. doi:10.1023/A:1010933404324.
   Web of Science ®Google Scholar
• Calder, Bobby J., and Edward C. Malthouse. 2008. “Media Engagement and Advertising Effectiveness.” In Kellogg on Advertising and Media, edited by B. J. Calder. Hoboken, 1–37. NJ: Wiley & Sons.
   Google Scholar
• Calder, Bobby J., Edward C. Malthouse, and Ute Schaedel. 2009. “An Experimental Study of the Relationship between Online Engagement and Advertising Effectiveness.” Journal of Interactive Marketing 23 (4): 321–331. doi:10.1016/j.intmar.2009.07.002.
   Web of Science ®Google Scholar
• Cheng, Julian Ming-Sung, Charles Blankson, Edward Shih-Tse Wang, and Lily Shui-Lien Chen. 2009. “Consumer Attitudes and Interactive Digital Advertising.” International Journal of Advertising 28 (3): 501–525. doi:10.2501/S0265048709200710.
   Web of Science ®Google Scholar
• Chun, Kwang, Yeun, Ji Hee Song, Candice R. Hollenbeck, and Jong-Ho Lee. 2014. “Are Contextual Advertisements Effective? The Moderating Role of Complexity in Banner Advertising.” International Journal of Advertising 33 (2): 351–371. doi:10.2501/IJA-33-2-351-371.
   Web of Science ®Google Scholar
• Cohen, Joel B., Michel Tuan Pham, and Eduardo B. Andrade. 2008. “The Nature and Role of Affect in Consumer Behavior.” In Handbook of Consumer Psychology, edited by Curtis Haugtvedt, Paul Herr, and Frank Kardes, 297–348. Mahwah, NJ: Lawrence Erlbaum.
   Google Scholar
• Csikszentmihalyi, Mihaly, and Judith LeFevre. 1989. “Optimal Experience in Work and Leisure.” Journal of Personality and Social Psychology 56 (5): 815–822. doi:10.1037/0022-3514.56.5.815.
   PubMed Web of Science ®Google Scholar
• Dahlén, Micael. 2005. “The Medium as a Contextual Cue: Effects of Creative Media Choice.” Journal of Advertising 34 (3): 89–98. doi:10.1080/00913367.2005.10639197.
   Web of Science ®Google Scholar
• Dahlén, Micael, Sara Rosengren, Fredrik Törn, and Niclas Öhman. 2008. “Could Placing Ads Wrong Be Right? Advertising Effects of Thematic Incongruence.” Journal of Advertising 37 (3): 57–67. doi:10.2753/JOA0091-3367370305.
   Web of Science ®Google Scholar
• De Oña, Rocío, Laura Eboli, and Gabriella Mazzulla. 2014. “Key Factors Affecting Rail Service Quality in the Northern Italy: A Decision Tree Approach.” Transport 29 (1): 75–83. doi:10.3846/16484142.2014.898216.
   Web of Science ®Google Scholar
• Ducoffe, Robert H. 1995. “How Consumers Assess the Value of Advertising.” Journal of Current Issues & Research in Advertising 17 (1): 1–18. doi:10.1080/10641734.1995.10505022.
   Google Scholar
• Ducoffe, Robert H. 1996. “Advertising Value and Advertising on the Web.” Journal of Advertising Research 36 (5): 21–32.
   Web of Science ®Google Scholar
• Edwards, Steven M., Hairong Li, and Joo-Hyun Lee. 2002. “Forced Exposure and Psychological Reactance: Antecedents and Consequences of the Perceived Intrusiveness of Pop-up Ads.” Journal of Advertising 31 (3): 83–95. doi:10.1080/00913367.2002.10673678.
   Web of Science ®Google Scholar
• Forgas, Joseph P. 1992. “Mood and the Perception of Unusual People: Affective Asymmetry in Memory and Social Judgments.” European Journal of Social Psychology 22 (6): 531–547. doi:10.1002/ejsp.2420220603.
   Web of Science ®Google Scholar
• Furnham, Adrian, Jenny Bergland, and Barrie Gunter. 2002. “Memory for Television Advertisements as a Function of Advertisement–Programme Congruity.” Applied Cognitive Psychology 16 (5): 525–545. doi:10.1002/acp.812.
   Web of Science ®Google Scholar
• Greyser, Stephen A. 1973. “Irritation in Advertising.” Journal of Advertising Research 13: 3–10.
   Web of Science ®Google Scholar
• Hoffman, Donna L., and Thomas P. Novak. 1996. “Marketing in Hypermedia Computer-Mediated Environments: Conceptual Foundations.” Journal of Marketing 60 (3): 50–68. doi:10.2307/1251841.
   Web of Science ®Google Scholar
• Huang, Jinsong, Song Su, Liuning Zhou, and Xi Liu. 2013. “Attitude toward the Viral Ad: Expanding Traditional Advertising Models to Interactive Advertising.” Journal of Interactive Marketing 27 (1): 36–46. doi:10.1016/j.intmar.2012.06.001.
   Web of Science ®Google Scholar
• Huh, Jisu, and Edward C. Malthouse. 2020. “Advancing Computational Advertising: Conceptualization of the Field and Future Directions.” Journal of Advertising 49 (4): 367–376. doi:10.1080/00913367.2020.1795759.
   Web of Science ®Google Scholar
• Juslin, Patrik N., and Petri Laukka. 2004. “Expression, Perception, and Induction of Musical Emotions: A Review and a Questionnaire Study of Everyday Listening.” Journal of New Music Research 33 (3): 217–238. doi:10.1080/0929821042000317813.
   Web of Science ®Google Scholar
• Kees, Jeremy, Scot Burton, and Andrea Heintz Tangari. 2010. “The Impact of Regulatory Focus, Temporal Orientation, and Fit on Consumer Responses to Health-Related Advertising.” Journal of Advertising 39 (1): 19–34. doi:10.2753/JOA0091-3367390102.
   Web of Science ®Google Scholar
• Kern, Christoph, Thomas Klausch, and Frauke Kreuter. 2019. “Tree-Based Machine Learning Methods for Survey Research.” Survey Research Methods 13 (1): 73–93.
   PubMed Web of Science ®Google Scholar
• Kim, Jihye, Jaejin Lee, and Yoo Jin Chung. 2017. “Product Type and Spokespersons in Native Advertising–the Role of Congruency and Acceptance.” Journal of Interactive Advertising 17 (2): 109–123. doi:10.1080/15252019.2017.1399838.
   Google Scholar
• Kim, Jooyoung, Jungwon Lee, Samsup Jo, Jaemin Jung, and Jaewon Kang. 2015. “Magazine Reading Experience and Advertising Engagement: A Uses and Gratifications Perspective.” Journalism & Mass Communication Quarterly 92 (1): 179–198.
   Web of Science ®Google Scholar
• Kim, Yoo Jung, and Jin Young Han. 2014. “Why Smartphone Advertising Attracts Customers: A Model of Web Advertising, Flow, and Personalization.” Computers in Human Behavior 33: 256–269. doi:10.1016/j.chb.2014.01.015.
   Web of Science ®Google Scholar
• Koelstra, Sander, Christian Muhl, Mohammad Soleymani, Jong-Seok Lee, Ashkan Yazdani, Touradj Ebrahimi, Thierry Pun, Anton Nijholt, and Ioannis Patras. 2011. “DEAP: A Database for Emotion Analysis Using Physiological Signals.” IEEE Transactions on Affective Computing 3 (1): 18–31. doi:10.1109/T-AFFC.2011.15.
   Web of Science ®Google Scholar
• Kononova, Anastasia, Wonkyung Kim, Eunsin Joo, and Kristen Lynch. 2020. “Click, Click, Ad: The Proportion of Relevant (vs. Irrelevant) Ads Matters When Advertising within Paginated Online Content.” International Journal of Advertising 39 (7): 1031–1058. doi:10.1080/02650487.2020.1732114.
   Web of Science ®Google Scholar
• LaTour, Kathryn A., and Michael S. LaTour. 2009. “Positive Mood and Susceptibility to False Advertising.” Journal of Advertising 38 (3): 127–142. doi:10.2753/JOA0091-3367380309.
   Web of Science ®Google Scholar
• Lee, Kun Chang, Kwon, Ohbyung, Choong‐Ryuhn Kim, and Gimun Kim. 2013. “Factors Affecting the Intensity of Emotional Expressions in Mobile Communications.” Online Information Review 37 (1): 114–131. doi:10.1108/14684521311311667.
   Web of Science ®Google Scholar
• Li, Hairong, Steven Edwards, and Joo-Hyun Lee. 2002. “Measuring the Intrusiveness of Advertisements: Scale Development and Validation.” Journal of Advertising 31 (2): 37–47. doi:10.1080/00913367.2002.10673665.
   Web of Science ®Google Scholar
• Liu, Chia-Ling, Rudolf R. Sinkovics, Noemi Pezderka, and Parissa Haghirian. 2012. “Determinants of Consumer Perceptions toward Mobile Advertising—A Comparison between Japan and Austria.” Journal of Interactive Marketing 26 (1): 21–32. doi:10.1016/j.intmar.2011.07.002.
   Web of Science ®Google Scholar
• Logan, Kelty, Laura F. Bright, and Harsha Gangadharbatla. 2012. “Facebook versus Television: Advertising Value Perceptions among Females.” Journal of Research in Interactive Marketing 6 (3): 164–179. doi:10.1108/17505931211274651.
   Google Scholar
• Luna, D., L. A. Peracchio, and M. D. de Juan. 2002. “Cross-Cultural and Cognitive Aspects of Website Navigation.” Journal of the Academy of Marketing Science 30 (4): 397–410. doi:10.1177/009207002236913.
   Web of Science ®Google Scholar
• Machleit, Karen, Chris Allen, and Thomas Madden. 1993. “The Mature Brand and Brand Interest: An Alternative Consequence of Ad-Evoked Affect.” Journal of Marketing 57 (4): 72–82. doi:10.2307/1252220.
   Web of Science ®Google Scholar
• Malthouse, Edward C., Ewa Maslowska, and Judy U. Franks. 2018. “Understanding Programmatic TV Advertising.” International Journal of Advertising 37 (5): 769–784. doi:10.1080/02650487.2018.1461733.
   Web of Science ®Google Scholar
• Mitchell, Tom M. 1997. Machine Learning. McGraw-Hill, NY: New York.
   Google Scholar
• Moon, Yun Ji, Woo Gon Kim, and Deborah J. Armstrong. 2014. “Exploring Neuroticism and Extraversion in Flow and User Generated Content Consumption.” Information & Management 51 (3): 347–358. doi:10.1016/j.im.2014.02.004.
   Web of Science ®Google Scholar
• Nabi, Robin, Abel Gustafson, and Risa Jensen. 2018. “Framing Climate Change: Exploring the Role of Emotion in Generating Advocacy Behavior.” Science Communication 40 (4): 442–468. doi:10.1177/1075547018776019.
   Web of Science ®Google Scholar
• Oh, Lih-Bin, and Heng Xu. 2003. “Effects of Multimedia on Mobile Consumer Behavior: An Empirical Study of Location-Aware Advertising.” IciS 2003 Proceedings. 56. https://aisel.aisnet.org/icis2003/56
   Google Scholar
• Poels, Karolien, and Siegfried Dewitte. 2019. “The Role of Emotions in Advertising: A Call to Action.” Journal of Advertising 48 (1): 81–90. doi:10.1080/00913367.2019.1579688.
   Web of Science ®Google Scholar
• Raileanu, Laura, and Kilian Stoffel. 2004. “Theoretical Comparison between the Gini Index and Information Gain Criteria.” Annals of Mathematics and Artificial Intelligence 41 (1): 77–93. doi:10.1023/B:AMAI.0000018580.96245.c6.
   Web of Science ®Google Scholar
• Rejón-Guardia, Francisco, and Francisco J. Martínez-López. 2014. “Online Advertising Intrusiveness and Consumers’ Avoidance Behaviors.” In Handbook of Strategic E-Business Management, edited by F. J. Martinez-Lopez, 565–586. Berlin: Springer.
   Google Scholar
• Rudin, Cynthia. 2019. “Stop Explaining Black Box Machine Learning Models for High Stakes Decisions and Use Interpretable Models instead.” Nature Machine Intelligence 1 (5): 206–215. doi:10.1038/s42256-019-0048-x.
   PubMedGoogle Scholar
• Sabuncuoğlu-İnanç, Ayda, Ebru Gökaliler, and Göker Gülay. 2020. “Do Bumper Ads Bump Consumers?: An Empirical Research on YouTube Video Viewers.” El Profesional de la Información 29 (1): 1–14. doi:10.3145/epi.2020.ene.14.
   Web of Science ®Google Scholar
• Schmid, Jack. 1998. “The 8 Commandments of Design.” Catalog Age 15 (1): 57–59.
   Google Scholar
• Shapiro, Stewart, and Deborah J. MacInnis. 2002. “Understanding Program-Induced Mood Effects: Decoupling Arousal from Valence.” Journal of Advertising 31 (4): 15–26. doi:10.1080/00913367.2002.10673682.
   Web of Science ®Google Scholar
• Shavitt, Sharon, Pamela Lowrey, and James Haefner. 1998. “Public Attitudes toward Advertising: More Favorable than You Might Think.” Journal of Advertising Research 38 (4): 7–22.
   Web of Science ®Google Scholar
• Spears, Nancy, and Surendra Singh. 2004. “Measuring Attitude toward the Brand and Purchase Intentions.” Journal of Current Issues & Research in Advertising 26 (2): 53–66. doi:10.1080/10641734.2004.10505164.
   Google Scholar
• Steinberg, Dan, and Phillip Colla. 2009. “CART: Classification and Regression Trees.” The Top Ten Algorithms in Data Mining 9: 179.
   Google Scholar
• Teixeira, Thales, Michel Wedel, and Rik Pieters. 2012. “Emotion-Induced Engagement in Internet Video Advertisements.” Journal of Marketing Research 49 (2): 144–159. doi:10.1509/jmr.10.0207.
   Web of Science ®Google Scholar
• Tsai, Wan-Hsiu Sunny, and Linjuan Rita Men. 2013. “Motivations and Antecedents of Consumer Engagement with Brand Pages on Social Networking Sites.” Journal of Interactive Advertising 13 (2): 76–87. doi:10.1080/15252019.2013.826549.
   Google Scholar
• Van der Heijden, Hans. 2003. “Factors Influencing the Usage of Websites: The Case of a Generic Portal in The Netherlands.” Information & Management 40 (6): 541–549. doi:10.1016/S0378-7206(02)00079-4.
   Web of Science ®Google Scholar
• Verhagen, Tibert, Frans Feldberg, Bart van den Hooff, Selmar Meents, and Jani Merikivi. 2012. “Understanding Users’ Motivations to Engage in Virtual Worlds: A Multipurpose Model and Empirical Testing.” Computers in Human Behavior 28 (2): 484–495. doi:10.1016/j.chb.2011.10.020.
   Web of Science ®Google Scholar
• Wang, Alex. 2006. “Advertising Engagement: A Driver of Message Involvement on Message Effects.” Journal of Advertising Research 46 (4): 355–368. doi:10.2501/S0021849906060429.
   Web of Science ®Google Scholar
• Wang, Jing, and Bobby J. Calder. 2009. “Media Engagement and Advertising: Transportation, Matching, Transference and Intrusion.” Journal of Consumer Psychology 19 (3): 546–555. doi:10.1016/j.jcps.2009.05.005.
   Web of Science ®Google Scholar
• Watts, Jameson, and Anastasia Adriano. 2021. “Uncovering the Sources of Machine-learning Mistakes in Advertising: Contextual Bias in the Evaluation of Semantic Relatedness.” Journal of Advertising 50 (1): 26–38. doi:10.1080/00913367.2020.1821411.
   Web of Science ®Google Scholar
• Wojdynski, Bartosz W., and Hyejin Bang. 2016. “Distraction Effects of Contextual Advertising on Online News Processing: An Eye-Tracking Study.” Behaviour & Information Technology 35 (8): 654–664. doi:10.1080/0144929X.2016.1177115.
   Web of Science ®Google Scholar
• Xu, Heng, Lih-Bin Oh, and Hock-Hai Teo. 2009. “Perceived Effectiveness of Text vs. Multimedia Location-Based Advertising Messaging.” International Journal of Mobile Communications 7 (2): 154–177. doi:10.1504/IJMC.2009.022440.
   Web of Science ®Google Scholar
• Yang, Keng-Chieh, Conna Yang, Chia-Hui Huang, Po-Hong Shih, and SuYu Yang. 2014. “Consumer Attitudes toward Online Video Advertising: An Empirical Study on YouTube as Platform.” IEEE.
   Google Scholar
• Zaichkowsky, Judith Lynne. 1985. “Measuring the Involvement Construct.” Journal of Consumer Research 12 (3): 341–352. doi:10.1086/208520.
   Web of Science ®Google Scholar
• Zhang, Kaifu, and Zsolt Katona. 2012. “Contextual Advertising.” Marketing Science 31 (6): 980–994. doi:10.1287/mksc.1120.0740.
   Web of Science ®Google Scholar
• Zillmann, Dolf. 1971. “Excitation Transfer in Communication-Mediated Aggressive Behavior.” Journal of Experimental Social Psychology 7 (4): 419–434. doi:10.1016/0022-1031(71)90075-8.
   Web of Science ®Google Scholar