Facial Expressions to Evaluate Advertising: A Laboratory versus Living Room Study

Abstract: In recent years researchers have shown growing interest in the impact of emotions in television commercials and in advertising in general (Park and Thorson, 1990). Emotions also influence the attitude towards the brand and to the ad (Batney and Ray, 1986; Edell and Burke, 1987; Derbaix, 1995), increase the attention of the advertisement (Olney, Hobrook and Bartra, 1991), and brand recall (Stayman and Batra, 1991). Therefore creating an emotional impact on the consumer can alter the perception of the product. Emotion is the key to the effectiveness of stories and storytelling to have an impact and an influence on memory, likeability or persuasion (McDuff, 2012).