Emotion Induction in Click Intention of Picture Advertisement: A Field Examination. Issue 4 (2nd October 2018)

• Record Type: Journal Article
• Authors: Wu, ChienHsing; Sundiman, Didi; Kao, Shu-Chen; Chen, Cheng-Hua
• Is Part Of: Journal of Internet commerce. Volume 17:Issue 4(2018)
• Page Start: 356
• Page End: 382
• Publication Date: 2018-10-02
• Subjects: Advertising -- emotion -- involvement -- picture ad; Electronic commerce -- Periodicals; Telemarketing -- Periodicals; 658.87205
• DOI: 10.1080/15332861.2018.1463803
• Languages: English
• ISSNs: 1533-2861

Abstract

Abstract: This exploratory study proposes a model for the effect of emotions evoked by insurance advertisement pictures on click attitude conducive to click intention. The moderating role of involvement is also examined. We propose a theoretical model and empirically test it in two stages. Through an online survey, the first stage selects online picture advertisements that produce positive and negative emotions. The second stage empirically tests the model and discusses findings and implications. Our analyses are based on a sample of 170 positive emotion pictures and 212 negative emotion pictures; the main research findings are obtained. The positive and negative emotions positively and significantly influence click attitude: Specifically, the effect of positive emotion is strong, and the negative one is weak. The effect of positive emotion is not significant in highly involved participants but is significant in participants with lower involvement. The effect of the negative emotion is not significant in participants with either high or low involvement. Discussion and implications are also addressed.