1E Skip My Empathy: Impact of Goal and Emotion on Ad­-Skipping Rate and Ad ­Effectiveness

We examined the effectiveness of emotional appeals in reducing ad-skipping rate. The results showed that consumers with an emotional (vs. informational) goal for watching YouTube videos showed stronger empathy, which in turn reduced ad-skipping rate. We found that this effect was prevalent among those with a higher tendency to welcome emotion.


Yongwoog Andrew Jeon, Yuhosua Ryoo, and Hye Jin Yoon (2019) ,"1E Skip My Empathy: Impact of Goal and Emotion on Ad­-Skipping Rate and Ad ­Effectiveness", in NA - Advances in Consumer Research Volume 47, eds. Rajesh Bagchi, Lauren Block, and Leonard Lee, Duluth, MN : Association for Consumer Research, Pages: 976-976.


Yongwoog Andrew Jeon, University of Texas at Austin, USA
Yuhosua Ryoo, Southern Illinois University, Carbondale
Hye Jin Yoon, University of Georgia, USA


NA - Advances in Consumer Research Volume 47 | 2019

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