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) |
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Division/Institute: |
07 Faculty of Human Sciences > Institute of Psychology > Cognitive Psychology, Perception and Methodology 07 Faculty of Human Sciences > Institute of Psychology > Social Neuroscience and Social Psychology |
UniBE Contributor: |
Weibel, David, Lobmaier, Janek Simon, Mast, Fred, 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: |
02 Mar 2023 23:31 |
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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