Program–Ad Matching and Television Ad Effectiveness:A Reinquiry Using Facial Tracking Software
本研究使用计算机编码微笑这一生物测量方法，重新检验了经典电视广告研究中的节目-广告匹配效应，发现非正面广告在匹配的非正面节目背景下表现更好，而正面广告在不同节目背景下效果无差异。
This study uses a new biometric measure, computer-coded smiling, to better understand the processes observed in a classic television-advertising context study (Kamins, Marks, and Skinner 1991 Kamins, Michael A., Lawrence J. Marks, and Deborah Skinner (1991), “Television Commercial Evaluation in the Context of Program-Induced Mood: Congruency versus Consistency Effects,” Journal of Advertising, 20 (2), 1–14.[Taylor & Francis Online], [Web of Science ®] , [Google Scholar]). This conceptual replication tests the original study's program–ad matching effect on informational ads, which are more common than the sad ads the original study tested, using a cognitive outcome measure, recall. In both studies, positive ads perform equally well across positive and nonpositive program contexts, but nonpositive ads perform better in a matching nonpositive program context. These results strengthen the case for program–ad matching when using neutral informational and negative television commercials.