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

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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Correspondence to Jose Manuel Ausin .

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Ausin, J.M., Guixeres, J., Bigné, E., Alcañiz, M. (2017). Facial Expressions to Evaluate Advertising: A Laboratory versus Living Room Study. In: Zabkar, V., Eisend, M. (eds) Advances in Advertising Research VIII. European Advertising Academy. Springer Gabler, Wiesbaden. https://doi.org/10.1007/978-3-658-18731-6_9

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