Examining consumer responses to YouTube ads through facial expressions and self-reports: the role of gender identity and emotional appeals

Maria C. Voutsa, Eirini Tsichla, Leonidas Hatzithomas and Kostoula Margariti

International Journal of Internet Marketing and Advertising, 2021, vol. 15, issue 4, 368-393

Abstract: The study focuses on the value of gender identity as a moderator in the relationship between consumers' experienced and self-reported joy towards a YouTube video advertisement. In a laboratory experiment, participants were exposed to an emotional advertising appeal (aggressive versus warm) and their self-reports were compared with their facial expression analysis. The results show that in the warm advertising scenario, high masculine individuals who experienced joy tends to mask their emotions and under-report their level of joy. A similar reaction was recorded for low masculine individuals exposed to the aggressive advertising scenario. Self-reported joy acts, also, as a mediator of the impact of experienced joy on consumers' attitudes and purchase intentions. The findings raise significant concerns regarding the appropriateness of relying solely on self-report measures when examining constructs susceptible to social desirability issues, yielding important implications for both academics and practitioners.

Keywords: gender identity; emotional appeals; advertising; facial expression analysis. (search for similar items in EconPapers)
Date: 2021
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