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      TV vs. YouTube: TV Advertisements Capture More Visual Attention, Create More Positive Emotions and Have a Stronger Impact on Implicit Long-Term Memory

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          Abstract

          In an experiment, effects of commercials that are either shown within a TV program or embedded in YouTube videos were compared. These two media environments have not yet been compared empirically in terms of their advertising impact. A within-subjects design and a multi-method approach were used ( N = 36). Eye tracking data show that more attention is allocated to advertisements that appear within a TV program compared to the YouTube-condition and the viewing experience elicited more positive emotions in the TV-condition. Two days after reception, no difference in recognition, likeability, and purchase intention occurred, but in terms of implicit long-term memory: In the TV condition, brands that were previously advertised but no longer remembered elicited stronger skin conductance change than brands for which no advertisements had previously been shown. In terms of advertising impact, TV seems to still be the better choice for advertisers. Presentation mode should be considered in future evaluation of advertisement potential.

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          Most cited references34

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          The serial position effect of free recall.

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            Assessing the effectiveness of a large database of emotion-eliciting films: A new tool for emotion researchers

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              Predicting Advertising Success Beyond Traditional Measures: New Insights from Neurophysiological Methods and Market Response Modeling

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                Author and article information

                Contributors
                Journal
                Front Psychol
                Front Psychol
                Front. Psychol.
                Frontiers in Psychology
                Frontiers Media S.A.
                1664-1078
                21 March 2019
                2019
                : 10
                : 626
                Affiliations
                [1] 1Department of Psychology, University of Bern , Bern, Switzerland
                [2] 2w hoch 2 , Bern, Switzerland
                [3] 3Faculty of Psychology, Swiss Distance Learning University , Brig, Switzerland
                [4] 4Admeira , Bern, Switzerland
                [5] 5Department of Epileptology, University of Bonn , Bonn, Germany
                Author notes

                Edited by: Kostas Karpouzis, Institute of Communication and Computer Systems, Greece

                Reviewed by: José Martí-Parreño, Universidad Europea de Valencia, Spain; José Baptista Coelho, Universidade de Lisboa, Portugal

                *Correspondence: David Weibel, david.weibel@ 123456psy.unibe.ch

                This article was submitted to Human-Media Interaction, a section of the journal Frontiers in Psychology

                Article
                10.3389/fpsyg.2019.00626
                6448037
                30713512
                91d8d5d5-cbd0-40cf-9c55-76c9bc185923
                Copyright © 2019 Weibel, di Francesco, Kopf, Fahrni, Brunner, Kronenberg, Lobmaier, Reber, Mast and Wissmath.

                This is an open-access article distributed under the terms of the Creative Commons Attribution License (CC BY). The use, distribution or reproduction in other forums is permitted, provided the original author(s) and the copyright owner(s) are credited and that the original publication in this journal is cited, in accordance with accepted academic practice. No use, distribution or reproduction is permitted which does not comply with these terms.

                History
                : 23 October 2018
                : 06 March 2019
                Page count
                Figures: 1, Tables: 1, Equations: 0, References: 50, Pages: 9, Words: 0
                Categories
                Psychology
                Original Research

                Clinical Psychology & Psychiatry
                television,eye-tracking,skin-conductance response,long-term memory,implicit memory,advertisements,youtube,purchase intent

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