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

Weibel, David; di Francesco, Roman; Kopf, Roland; Fahrni, Samuel; Brunner, Adrian; Kronenberg, Philipp; Lobmaier, Janek S.; Reber, Thomas P.; Mast, Fred W.; Wissmath, Bartholomäus (2019). 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, 10(626), pp. 1-9. Frontiers Research Foundation 10.3389/fpsyg.2019.00626

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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.

Item Type:

Journal Article (Original Article)

Division/Institute:

07 Faculty of Human Sciences > Institute of Psychology > Cognitive Psychology, Perception and Methodology
07 Faculty of Human Sciences > Institute of Psychology > Social Psychology and Social Neuroscience

UniBE Contributor:

Weibel, David; Lobmaier, Janek; Mast, Fred and Wissmath, Bartholomäus

Subjects:

100 Philosophy > 150 Psychology
300 Social sciences, sociology & anthropology

ISSN:

1664-1078

Publisher:

Frontiers Research Foundation

Language:

English

Submitter:

David Weibel

Date Deposited:

29 Apr 2019 12:07

Last Modified:

29 Apr 2019 12:07

Publisher DOI:

10.3389/fpsyg.2019.00626

BORIS DOI:

10.7892/boris.128791

URI:

https://boris.unibe.ch/id/eprint/128791

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