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How do context and emotion affect consumers’ cognition? From Report on the power of context

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The following is the How do context and emotion affect consumers’ cognition? From Report on the power of context recommended by recordtrend.com. And this article belongs to the classification: research report, network marketing.

According to the new report “the power of context” by integral ad Science (IAS), about 74% of consumers like to see ads that match what they are watching. This has also affected consumers’ perception of brands, with 56% of respondents saying they have a better view of brands that offer contextual advertising. Moreover, no matter what the preference of consumers, 72% of consumers think that the cognition of advertising will definitely be affected by the content of the page.

Similar trends were observed in the various vertical industries analyzed in the report. In the articles related to entertainment, investment, catering, shopping and automobile, most consumers want to see advertisements from the same vertical industries. This is especially true for entertainment, where 79% of consumers want to use it with entertainment advertisements.

As to whether an article conveys a positive, neutral or negative feeling to the consumers who read it, 72% of the consumers think that the emotion reflected in the content will affect their perception of brand advertising.

The results showed that the scores of acceptability (80% higher than average), favorable feeling (+ 93%) and recall (+ 24%) were the highest among the advertisements with positive or neutral emotions, while the scores of advertisements with negative emotions were much worse (i.e. – 30%, – 39% and – 12%, respectively).

When automobile advertising is associated with positive or neutral content, its favorable feeling score is about 188% higher than that of content stimulating negative emotion, and the acceptance score is 160% higher. Financial advertising also has a similar trend, and it will greatly benefit from being adjacent to positive or neutral content. The acceptance rate is 48% higher, the favorable impression is 101% higher, and the recall rate is 34% higher.

Retail advertising is more likely to benefit from the proximity of positive and neutral content. Its favorable impression score is about 441%, acceptance score is 354% higher than that of advertising with negative emotion, and recall score is 41% higher.

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