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Why Do Some Advertisements Get Shared More than Others?

Quantifying Facial Expressions To Gain New Insights

DANIEL McDUFF, JONAH BERGER
DOI: 10.2501/JAR-2020-027 Published 1 December 2020
DANIEL McDUFF
Microsoft Research
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  • For correspondence: damcduff@microsoft.com
JONAH BERGER
The Wharton School of the University of Pennsylvania
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  • For correspondence: jberger@wharton.upenn.edu
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Abstract

Why do some advertisements get shared more than others? Using scalable automated facial coding algorithms, the authors quantified the facial expressions of thousands of individuals in response to hundreds of video advertisements. Results suggest that not all emotions increase sharing and that the relationship between emotion and transmission is more complex than mere valence alone. Facial actions linked to positive emotions, (e.g., smiles) were associated with increased sharing. Although some actions associated with negative emotion (e.g., lip depressor associated with sadness) were linked to decreased sharing, others (e.g., nose wrinkles) associated with disgust were linked to increased sharing.

  • Received April 14, 2020.
  • Received (in revised form) June 10, 2020.
  • Accepted July 31, 2020.
  • Copyright © 2020 ARF. All rights reserved.
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Vol 60 Issue 4

Journal of Advertising Research: 60 (4)
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Why Do Some Advertisements Get Shared More than Others?
DANIEL McDUFF, JONAH BERGER
Journal of Advertising Research Dec 2020, 60 (4) 370-380; DOI: 10.2501/JAR-2020-027

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Why Do Some Advertisements Get Shared More than Others?
DANIEL McDUFF, JONAH BERGER
Journal of Advertising Research Dec 2020, 60 (4) 370-380; DOI: 10.2501/JAR-2020-027
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