外文原文
Understanding Interactive Online Advertising: Congruence and Product Involvement in Highly and Lowly Arousing, Skippable Video Ads
Method
Pretest: Neurophysiological Method for Arousal Measurement and Ad Selection
We conducted a pretest, using neurophysiological indicators, to select the video advertisements to use in our main experiments. The 42 participants who took part in the pretest were informed of the study
objectives and signed consent forms. The instrumentation used a skin conductance sensor and a 32- channel electroencephalograph (EEG). These high-level electrodes and multiple channels increase the precision and complexity of brain signal decoding; they represent the latest technology in neuroscience. All the instrumentation and video presentations were synchronized with a common amplifier and its related software, such that we could obtain aggregate measures of arousal. Participants sat in comfortable chairs and watched 24 different videos, ranging from television advertisements to online videos about different products (e.g., detergent, vacations). The videos were presented randomly in three blocks of 8 videos each, with a video intermission time of 10 seconds and block intermissions of 3 minutes. This procedure is similar to the methods used in previous advertising research that relies on videos to establish high-arousal stimuli sequences (Shapiro, MacInnis, and Park 2002). On the basis of the pretest results, we selected a video that evoked the highest variation in arousal; it involved a recording by a personal camera while a user skied. This video combined high- and low-arousal sequences, so it was pertinent to our research goals. We used two distinct, 20-second sequences extracted from the downhill skiing video as the high-arousal and low-arousal stimuli. In the low-arousal segment, the person was practicing skiing downhill in the whole sequence; in the high-arousal segment, an extreme ski jump appears within the first 5 seconds (i.e., first quarter) of the sequence. The high- and low-arousal stimuli sequences were adapted to serve as the high- and low-arousal ad conditions in the studies presented herein, such that we added a brand name against a black background in the last 3 seconds of each video. As is common in advertising research (MacKenzie, Lutz, and Belch 1986), we used a fictitious brand name to avoid any bias due to variations in brand knowledge or experience (Cauberghe and De Pelsmacker 2008). The pretest data were collected and analyzed by an external company specialized in neuroscience technology (BitBrain Technologies).
Study 1: Field Study of Arousal Advertising in Skippable Ads
We designed Study 1 to test for the positive effect of high arousal on skippable, online video ad acceptance, as a first field test of H1. To enhance the external validity and implications for advertisers, we developed an advertising campaign in Google AdWords, which presented the two ads obtained in the
pretest (high and low arousal) to Internet users in our region, who could continue to watch the ad or skip it after 5 seconds.
Participants and Procedure
The advertising campaign appeared as skippable, pre-roll ads on YouTube for two weeks. In line with the ad topics, we included “ski,” “snow,” and “mountain” as the campaign keywords, so the ads would play preferentially for users who had searched for any of these keywords. No other segmentation variables were included. Ultimately, the ad campaign reached 3967 YouTube users from a northeastern region of Spain, with no restrictions on age or gender. Of these viewers, 1139 entered the high-arousal condition, and 2828 were assigned to the low-arousal condition. We collected the scant information provided by AdWords about campaign performance, including the percentage of users who viewed each skippable ad, split into 5-second segments (i.e., four quarters of the 20-second ads). By using this information, ad acceptance could be measured as the percentage of users watching the ad in each quarter of the adrsquo;s length.
Results
According to the percentage of viewers in each quarter of the adrsquo;s length, almost all users who started watching the ad continued to watch it through the first quarter, with no significant differences between conditions. Users could not skip the ad within the first 5 seconds, which corresponds to the first quarter of our 20-second ads. However, users could close the web window or click on any other link, such that approximately 3% of users left the ad in the first quarter.
Thereafter, more users continued watching the highly arousing ad than the less arousing ad.
Specifically, the number of users who watched the highly arousing ad in the second quarter was 24% higher than those who watched the less arousing ad, and most of them continued for the remainder of the ad. As Table 1 shows, high-arousal stimuli presented at the beginning of skippable advertising increase the level of ad acceptance after the first quarter significantly. We thus find support for H1 in terms of ad acceptance. This finding also coincides with previous research that indicates a positive influence of high- arousal stimuli on ad effectiveness.
Table 1
Study 1 (field study): High- versus low-arousal advertising influence on ad acceptance
|
Experimental Condition |
Significance |
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|
Low arousal |
High arousal |
chi;2 |
p |
||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||
|
Viewers in first quarter (Q1)a |
96% |
97% |
2.324 |
.127 |
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|
Viewers in second quarter (Q2) |
49% |
73 剩余内容已隐藏，支付完成后下载完整资料 翻译后文章了解交互式在线广告: 一致性和产品参与高、低激发, 可跳过的 视频广告 方法 预测: 神经方法和广告选择 我们使用神经生理指标进行了预测试，以选择用于我们主要实验的视频广告。参加预测试的42位参与者被告知研究目标和签署同意书。仪器使用皮肤电导传感器和32通道脑电图仪（EEG）。这些高电平电极和多个通道增加了脑信号解码的精度和复杂度;它们代表了神经科学领域的最新技术。所有仪器和视频演示都与一个通用放大器及其相关软件同步，以便我们可以获得综合的唤醒措施。与会者坐在舒适的椅子上，观看24种不同的视频，从电视广告到不同产品的在线视频（例如洗涤剂，假期）。视频随机呈现在三个8块视频块中，视频中断时间为10秒，并且阻断3分钟的间隔。这个过程类似于以前的广告研究中使用的方法，它依靠视频来建立高唤起刺激序列（Shapiro，MacInnis和Park 2002）。在预测结果的基础上，我们选择了一个唤起唤醒最高变化的视频;它涉及在用户滑行时用个人照相机进行记录。该视频结合了高低唤醒序列，因此与我们的研究目标相关。我们使用从下坡滑雪视频中提取的两个截然不同的20秒序列作为高唤醒和低唤醒刺激。在低觉醒阶段，这个人正在整个序列中练习滑雪下坡;在高觉醒段中，在序列的前5秒（即，第一季度）内出现极端滑雪跳跃。高和低唤起刺激序列被适配为在本文中呈现的研究中充当高和低唤起广告条件，使得我们在每个视频的最后3秒中在黑色背景上添加了品牌名称。正如广告研究中常见的一样（MacKenzie，Lutz和Belch，1986），我们用一个虚构的品牌名称来避免由于品牌知识或经验的变化而产生的任何偏差（Cauberghe和De Pelsmacker 2008）。预测试数据由一家专门从事神经科学技术的外部公司（BitBrain Technologies）收集和分析。 研究 1: 可跳过广告中唤起广告的田野研究 我们设计了研究1，作为H1的第一次现场测试，测试高唤起对可跳过的在线视频广告验收的积极影响。为了提高广告客户的外部效度和影响力，我们在Google AdWords中开发了一项广告活动，其中展示了广告中获得的两个广告 对我们地区的互联网用户进行预先测试（高低唤醒），他们可以继续观看广告或在5秒后跳过广告。 参与者和程序 广告活动在YouTube上显示为可跳过的前贴式广告，持续两周。根据广告主题，我们将“滑雪”，“雪”和“山”作为广告系列关键字，因此广告将优先播放搜索任何关键字的用户。没有包含其他分段变量。最终，广告活动达到了来自西班牙东北部地区的3967名YouTube用户，并且不受年龄或性别的限制。在这些观众中，有1139人进入高唤醒状态，2828人被分配到低唤醒状态。我们收集了AdWords提供的有关广告系列效果的少量信息，其中包括查看每个可跳过广告的用户百分比，并将其分为五秒段（即20秒广告的四分之四）。通过使用这些信息，广告接受度可以衡量为广告长度每个季度观看广告的用户的百分比。 结果
根据广告长度四分之一的观众百分比，几乎所有开始观看广告的用户都会在第一季度继续关注该广告，各条件之间没有显着差异。用户无法在前5秒内跳过广告，这与我们的20秒广告的第一季度相对应。但是，用户可以关闭网页窗口或点击任何其他链接，这样约有3％的用户在第一季度离开了广告。 具体而言，第二季度观看高度激发广告的用户数量比那些观看较少激发广告的用户数量高出24％，其中大部分广告的剩余时间都在持续。如表1所示，在可跳过广告开始时呈现的高唤起刺激会在第一季度之后显着提高广告接受程度。我们因此在广告接受度方面找到了对H1的支持。这一发现也与以前的研究结果一致，表明高唤起刺激对广告效果有积极影响。 表1 研究 1 (田野调查): 高 vs 低唤起广告对广告接受的影响
注: N = 3967。 一个用户无法在前5秒内跳过广告, 这将覆盖第一季度的广告时间。 研究 2: 上下文一致性 通过研究2，我们测试了将激发性广告放在一致环境下对广告效果的影响是否比将其放在不一致的环境中（H2a和H2b）更积极（负面）。 与研究1相反，我们在受控实验室环境中运行研究2，以控制更多元素并获取更多关于情境和参与者反应的信息。参与者和程序
在这项研究中，我们招募了190名毕业生和本科生来自西北大学，他们参加了课程学分交换。他们的参与是匿名的，并没有确定他们的成绩。参与者被随机分配到四个条件：低唤醒和情境不一致（N = 47），高唤起和情境不一致（N = 49），低唤醒和情境一致性（N = 54）唤醒和情境一致性（N = 40）。他们被指示坐在椅子上使用电脑，就像他们在家里一样。所有的电脑都设置为显示音乐视频;参与者只需调整耳机即可观看我们专门为此项目设计的在线视频共享平台，它与YouTube类似。该活动作为在线视频导航练习呈现。对于不一致的背景情景，参与者被邀请点击五个链接中的任何一个，这导致了与首席执行官（CEO）的访谈（3:55分钟）。在一致的情境下，参与者可以选择观看一个 测量 我们测量了广告接受度作为每个参与者的平均观看时间, 我们也用来确定每个季度观看广告的用户百分比, 如研究1。我们用两个项目对广告的态度进行了测量, 从 Gesk 和迈尔斯-征税 (2009) 的7点双极尺度。 具体来说, 参加者评估他们对广告的态度是 '不利/有利' 和 '不在所有讨人喜欢的/可爱的' (alpha; =. 92)。我们使用了两个类似的项目, 加上一个额外的 '正负', 7 点的品牌评估项目, 以衡量对品牌的态度 (alpha; = 87), 按照以前的尺度, 衡量对在线视频广告的态度 (如, 黄等。2013). 在这两种情况下, 每个尺度的项目都是正面的, 并在单个因素中加载。最后, 我们从李、爱德华兹和李公司开发的广告侵扰量表中测量了侵扰三项。 (2002)。 与会者评估了广告的麻烦、侵扰和分心的程度。所有项目都基于7点刻度, 加载在一个因素, 并显示高的收敛水平 (alpha; = . 81)。 操作检查 我们通过消费者行为文学 (诺瓦克, 霍夫曼, 和蓉2000的传统音阶评估参与者的觉醒程度;夏皮罗, MacInnis 和公园 2002)。因此, 参与者报告了广告如何让他们感觉到语义差异的程度: '刺激/放松', '兴奋/平静' 和 '唤起/unaroused'。所有的项目是积极的, 加载在一个因素, 并具有较高的收敛水平 (alpha; = 81)。我们还证实, 自我报告的觉醒水平明显高于在高唤起情况比在低觉醒情况下 (MHighArousal= 4.01, MLowArousal= 2.67;t(101) = 4.42,Plt; . 01)。 我们检查了广告的一致性水平 (滑雪, 便携式相机) 的主题的后续视频 (CEO 访谈或滑雪板纪录片)。根据森、Pelsmacker 和 Geuens (2012) 对在线广告一致性的研究, 我们用一致性等 (1991) 开发的两个7点项目来测量 Miniard: '这部视频广告的主题对事后观看的视频有多合适？('不恰当/适当') 和 '视频广告的主题与事后观看的视频主题有多大关系？('不在所有相关/非常相关')(alpha; = 96)。如所料,两个条件组在一致性水平上表现出显著差异 (M不一致= 2.36, M一致性= 5.70;t(188) = 17.48,Pgt; . 01)。 结果 表2介绍了研究的描述性统计。表2 研究 2: 描述性统计
注: N = 190。 一个用户无法在前五秒内跳过 ad, 这将覆盖广告时间的第一个季度。 首先, 我们通过 2 (高/低一致性) x 2 (一致性/不一致) 方差 剩余内容已隐藏，支付完成后下载完整资料 资料编号：[469344]，资料为PDF文档或Word文档，PDF文档可免费转换为Word |
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