Extending Media Context Effects: Bidirectional Emotional Carryover Using Galvanic Skin Response
本研究通过皮肤电反应和自报情绪数据，发现媒体内容与广告之间存在双向情绪影响，即节目情绪影响广告反应，广告情绪也影响后续节目反应，且体育节目情绪更强，对广告投放策略有指导意义。
This study explores a bidirectional emotional relationship between media context and advertising. Using second-by-second Galvanic Skin Response (GSR) and self-reported valence data from viewers in four countries, we find that emotional responses to media influence reactions to ads, and vice versa. Specifically, higher arousal and valence during a program or ad increase arousal and valence during subsequent ads/programs, although there is an interaction where the context effect attenuates for ads later in the pod. Notably, sports programming elicits stronger emotions, highlighting its value in advertising. These results advance theory on ad-media dynamics and inform strategies for effective ad placement.