Measuring the effects of emotional advertising on individual’s attitude and recall over time a novel facial analysis approach
Dissertant
Thesis advisor
University
Al Akhawayn University
Faculty
The School of Business Administration
University Country
Morocco
Degree
Master
Degree Date
2015
English Abstract
Nowadays, US consumers are exposed to more than 350 ads per day, for around 590 minutes daily.
However only 153 ads receive attention for more than a few seconds.
(SJ insight, 2014).
Hence, attracting consumers becomes very challenging and costly (Teixeira, 2014).
Designing an effective advertising that is appealing to consumers is essential.
In order to do so, there is a need to understand and to measure advertising effectiveness.
In fact, the latter is composed of five core elements, which are attitude toward advertisement, attitude toward the brand, the intention, the actual behavior, and memory recall.
This research study focuses on measuring the over time effect of emotional advertising on individual’s attitude and recall.
To do so, an experiment is conducted using 60 students from Al Akhawayn University in Ifrane with a ratio of 50% males and 50% females.
Each participant watches either a high emotional or low emotional video.
Both videos are about road safety campaigns in the UK.
GFK-EMO Scan, facial recognition software, is used in the experiment to measure participants’ unconscious emotions, as self-report measures are known to be weak.
Along with the experiment, two surveys are conducted to measure the impact of emotions on attitude and memory recall over time.
The obtained results from the experiment imply that participants who watch high emotional video tend to develop a positive attitude toward driving safely while having a better memory recall than participants who watch low emotional video.
Hence, high emotions advertising videos result in a remarkable effect on attitude and memory recall over time.
On the contrary, low emotion advertising videos result in lower over time effect on attitude and memory recall.
Main Subjects
Economics & Business Administration
No. of Pages
88
Table of Contents
Table of contents.
Abstract.
Chapter One : Introduction.
Chapter Two : Literature review.
Chapter Three : Research model.
Chapter Four : Research methodology.
Chapter Five : Experiment results and findings.
Chapter Six : Survey results and findings.
Chapter Seven : Theoretical and managerial implications.
Chapter Eight : Research limitations and future work.
References.
American Psychological Association (APA)
al-Mujahid, Uthman. (2015). Measuring the effects of emotional advertising on individual’s attitude and recall over time a novel facial analysis approach. (Master's theses Theses and Dissertations Master). Al Akhawayn University, Morocco
https://search.emarefa.net/detail/BIM-775284
Modern Language Association (MLA)
al-Mujahid, Uthman. Measuring the effects of emotional advertising on individual’s attitude and recall over time a novel facial analysis approach. (Master's theses Theses and Dissertations Master). Al Akhawayn University. (2015).
https://search.emarefa.net/detail/BIM-775284
American Medical Association (AMA)
al-Mujahid, Uthman. (2015). Measuring the effects of emotional advertising on individual’s attitude and recall over time a novel facial analysis approach. (Master's theses Theses and Dissertations Master). Al Akhawayn University, Morocco
https://search.emarefa.net/detail/BIM-775284
Language
English
Data Type
Arab Theses
Record ID
BIM-775284
