耳语能提高视频广告的召回率吗？

IF 2.1 4区管理学 Q3 BUSINESS

Journal of Advertising Research Pub Date : 2022-08-01 DOI:10.2501/jar-2022-016

S. Sands, Colin Campbell, Alexis Mavrommatis, Veronika Kadomskaia

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引用次数: 2

摘要

自主感觉经络反应（ASMR）是YouTube上越来越流行的趋势，最近已进入广告领域。近年来，主流品牌都开发了以ASMR为特色的广告；然而，人们对ASMR的影响知之甚少。在四个实验中，作者调查了ASMR与正常音频在广告中的作用，并表明它对回忆有积极影响。作者还探索了这些效果发生的过程，展示了ASMR体验强度、沉浸感和叙事运输是如何连续调节效果的。通过这组研究，作者为ASMR如何在广告中使用以提高召回率提供了初步证据。

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Can a Whisper Boost Recall Of Video Advertisements?

Autonomous sensory meridian response (ASMR) is an increasingly popular YouTube trend and has recently crossed into the advertising domain. Mainstream brands have all developed advertisements featuring ASMR in recent years; however, little is known about the effects of ASMR. Across four experiments, the authors investigate the effect of ASMR, versus that of normal audio, in advertisements and show that it positively affects recall. The authors also explore the process through which these effects occur, showing how ASMR experience intensity, immersion, and narrative transportation serially mediate the effect. With this set of studies, the authors provide initial evidence as to how ASMR can be used in advertisements to enhance recall.

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来源期刊

Journal of Advertising Research Multiple-

CiteScore

4.20

自引率

12.00%

发文量

期刊介绍： The ARF is the preeminent professional organization in the field of advertising, market and media research. Its combined membership represents more than 325 advertisers, advertising agencies, research firms, media companies, educational institutions and international organizations. Founded in 1936 by the Association of National Advertisers and the American Association of Advertising Agencies, the ARF leads key industry learning initiatives that increase the contribution of research to better marketing, more effective advertising and profitable organic growth. The principal mission of The ARF is to improve the practice of advertising, marketing and media research in pursuit of more effective marketing and advertising communications.