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Facial Expressions to Evaluate Advertising: A Laboratory versus Living Room Study

  • Jose Manuel AusinEmail author
  • Jaime Guixeres
  • Enrique Bigné
  • Mariano Alcañiz
Chapter
Part of the European Advertising Academy book series (EAA)

Abstract

In recent years researchers have shown growing interest in the impact of emotions in television commercials and in advertising in general (Park and Thorson, 1990). Emotions also influence the attitude towards the brand and to the ad (Batney and Ray, 1986; Edell and Burke, 1987; Derbaix, 1995), increase the attention of the advertisement (Olney, Hobrook and Bartra, 1991), and brand recall (Stayman and Batra, 1991).

Keywords

Facial Expression Living Room Implicit Method Explicit Method Basic Emotion 
These keywords were added by machine and not by the authors. This process is experimental and the keywords may be updated as the learning algorithm improves.

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Copyright information

© Springer Fachmedien Wiesbaden GmbH 2017

Authors and Affiliations

  • Jose Manuel Ausin
    • 1
    Email author
  • Jaime Guixeres
    • 1
  • Enrique Bigné
    • 2
  • Mariano Alcañiz
    • 1
  1. 1.LENIUniversidad Politecnica de ValenciaValenciaSpain
  2. 2.Departament of MarketingUniversidad de ValenciaValenciaSpain

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