Ths Research of Users' Emotional Responses to Interactive...

13
Ths Research of Users' Emotional Responses to Interactive Advertisements in Waiting Space Pung-Yu Cheng, National Yunlin University of Science and Technology, Yunlin Li-Shu Lu, National Yunlin University of Science and Technology, Yunlin The Asian Conference on the Social Sciences 2016 Official Conference Proceedings Abstract Advertisements that can evoke emotional responses from users have been proven to be more successful than their counterparts as they engage the user in a way that allows their message to be heard. This study focuses on the use of non-commercial public service advertising in intelligent waiting spaces over recent years. It analyzes the emotional response of users in waiting spaces with different types of interactive advertising. Based on the three-factor theory of emotion, pleasure, arousal, dominance, and the cognitive dimension of advertising attitudes, this study focuses on the relationship among the subjects’ emotional responses towards advertisements. It examines their first layer towards interactive advertisements as well as their second layer reactions caused by cognitive effects. First, beginning with initial case studies and analysis of scene interactive advertisements and induction interactive advertisements. Users were subsequently interviewed and asked about their first layer towards interactive advertisements, as well as their second layer reactions after cognition. Finally, using cross analyzed for emotional responses between the scene interactive advertisements and induction interactive advertisements. Results showed that scene interactive advertisements generated a higher level of pleasure and dominance in users’ first layer than induction interactive advertisements. However the level of dominance generated was lower. After cognition, during the second layer phase, the arousal reaction was lower in induction interactive advertisements, yet the pleasure reaction was higher. Finally, results showed that second layer towards scene interactive advertisements generated the highest responses. Keywords: Interactive Advertising, Emotional reactions, Emotion measurement, Advertising attitudes, Waiting space iafor The International Academic Forum www.iafor.org

Transcript of Ths Research of Users' Emotional Responses to Interactive...

Page 1: Ths Research of Users' Emotional Responses to Interactive ...25qt511nswfi49iayd31ch80-wpengine.netdna-ssl.com/wp-content/uploa… · Introduction 1.1 background and motivation According

Ths Research of Users' Emotional Responses to Interactive Advertisements in Waiting Space

Pung-Yu Cheng, National Yunlin University of Science and Technology, Yunlin Li-Shu Lu, National Yunlin University of Science and Technology, Yunlin

The Asian Conference on the Social Sciences 2016 Official Conference Proceedings

Abstract Advertisements that can evoke emotional responses from users have been proven to be more successful than their counterparts as they engage the user in a way that allows their message to be heard. This study focuses on the use of non-commercial public service advertising in intelligent waiting spaces over recent years. It analyzes the emotional response of users in waiting spaces with different types of interactive advertising. Based on the three-factor theory of emotion, pleasure, arousal, dominance, and the cognitive dimension of advertising attitudes, this study focuses on the relationship among the subjects’ emotional responses towards advertisements. It examines their first layer towards interactive advertisements as well as their second layer reactions caused by cognitive effects. First, beginning with initial case studies and analysis of scene interactive advertisements and induction interactive advertisements. Users were subsequently interviewed and asked about their first layer towards interactive advertisements, as well as their second layer reactions after cognition. Finally, using cross analyzed for emotional responses between the scene interactive advertisements and induction interactive advertisements. Results showed that scene interactive advertisements generated a higher level of pleasure and dominance in users’ first layer than induction interactive advertisements. However the level of dominance generated was lower. After cognition, during the second layer phase, the arousal reaction was lower in induction interactive advertisements, yet the pleasure reaction was higher. Finally, results showed that second layer towards scene interactive advertisements generated the highest responses. Keywords: Interactive Advertising, Emotional reactions, Emotion measurement, Advertising attitudes, Waiting space

iafor The International Academic Forum

www.iafor.org

Page 2: Ths Research of Users' Emotional Responses to Interactive ...25qt511nswfi49iayd31ch80-wpengine.netdna-ssl.com/wp-content/uploa… · Introduction 1.1 background and motivation According

Introduction 1.1 background and motivation According to the Ministry of Transportation and Communications survey that the bus is most popular public transit in Taiwan, is 6% of the other public transit. Taichung is the midland of Taiwan, it is the important position of economy and transport, by policy promotes bus market share sustainable growth for 5 years. Hope the future through the promotion of transportation construction can build intelligence transportation system, to achieve the goal of wisdom life. 2016 WORLD DESIGN CAPITAL in Taipei planning 16 plans for city remolds which proposed for public service facilities intelligence. One of it is Intelligent public service facilities: bus shelters, bus stop , It’s for user needs to improve the old shelters, combined with wisdom and humanity science and technology to create the smart, forward-looking street. Hope to combine humanity, wisdom of science and technology, to improve the old shelters. 1.2 Purpose There are less interactive advertisements in Taichung waiting space. Most of the waiting space-related research was not involved for the interactive advertisements. Finally, the study's purposes of column as follows:

1 Observe user behavior in waiting space ; 2 Survey for users preferences of interactive advertising ; 3 Proposed a suitable interactive advertising recommendations in waiting space.

1.3 Conceptual Framework This study will explore for user behavior in waiting space, user’s favorability of interactive advertisements and interactive advertisements category in waiting space. To explore the types of interactive advertisement’s by user behaviors, categories and preferences.

Page 3: Ths Research of Users' Emotional Responses to Interactive ...25qt511nswfi49iayd31ch80-wpengine.netdna-ssl.com/wp-content/uploa… · Introduction 1.1 background and motivation According

Literature Review 2.1 Overview of Interactive Advertising and Exhibition Display Technology The interactive advertisements is an interact between advertisings and recipient, uses human emotions to get people’s attention and interest. (呂冠瑩,2000)When more interaction user participation, acceptance and identity will increase. To improve customer satisfaction, must provide more information to content and communication. So the tradition one-way messages spread into two-way propagation mode. Ministry of Economic Affairs in Taiwan definition a word of “Exhibition Display Technology”, it use“ display environment” and “audience experience” to provide the service. And it can be used in commercial, service, exhibition, museum and other large exhibition. 2.2 Interactive Technology More and more interactive advertising using digital outdoor media to convey the messages and promote the concept. Users can choose the contents he want to see, Advertisers promotion services and ideas to user by the interactive media. There are two features for Interactive advertising: 1.You can use by single or multiplayer, people who not participant were also affected and resonate. 2.When you are interactive with media, it will affect the next user. 2.3Interactive Case Analysis This study collected about 16 cases of interactive, most of them are display on the street or the waiting space.

Case Name Years Display Place Design Group Source 01 Scent Globe 2015 UK/Airport Heathrow Internet 02 Unbelievable Bus Shelter 2014 UK/Shelter AMV BBDO Youtube

03 The Ad That Could Blow You Away

2014 SE/Subway Clear Channel Youtube

04 快樂 Song販賣機 2014 TW/Street 藝次元互動科技 Internet 05 Plan UK Interactive Bus Stop 2014 UK/ Shelter Clear Channel Youtube 06 The Dancing Traffic Light 2014 PR/Street Smart Youtube

07 「UP!UP!月台」舉牌小人

2014 TW/MRT Taipei Government

Internet

08 動元素音樂階梯 2013 TW/MRT 動元素 Youtube 09 白蘭氏啟動夢想 2013 TW/Street 叁式 Youtube 10 Small World Machine 2013 ID, PW/Street Coco-cola Youtube 11 可口可樂跳舞販賣機 2012 KR/Street Coco-cola Youtube 12 全民億起拍 2012 TW/ THSR THSR Youtube 13 Pick n’ Play 2011 SE/Street DDB Youtube

14 叩叩!人孔蓋藝術互動裝置 2011 TW/Subway Taipei Government

Youtube

15 HomePlus Subway Virtual 2011 KR/ Subway Cheil Youtube

Page 4: Ths Research of Users' Emotional Responses to Interactive ...25qt511nswfi49iayd31ch80-wpengine.netdna-ssl.com/wp-content/uploa… · Introduction 1.1 background and motivation According

Store 16 Nike Dunk 2011 TW/Store Medialand Youtube

2.4 Environmental psychology and user behavior Interaction between people and the environment calls Environmental Psychology, when the environment change, the experience and behavior will change by the environment. People use these experiences to improve the human environment design process and other environment-related issues. Hwang, Kim and Jeng, 2000

2005 Advertisers adopt environmental media were because this type of advertising allows consumers to get surprised. White 2004 Barnes 1999

2011 Environmental behavior proposed to explore human environment consciousness (physiological response), and environmental awareness (mental reactions), explore different user needs and behavior. 1989 Research Methods This study’s methods is divided into two phases: First, is a survey the Taichung waiting space and observing the users behavior of waiting behavior. Second, user interactive advertising preference survey, use interview questionnaire to investigate user’s basic information, waiting behavior, advertisement form in waiting space and advertising preference.

Findings Taiwan Blvd is the main bus line in Taichung; it has 27 station below this page. This study will use purposive sampling to select three crowd bus shelter to observed, is Shin Kong Mitsukoshi Department Store, National Museum of Natural Science and Taichung Train Station.

Page 5: Ths Research of Users' Emotional Responses to Interactive ...25qt511nswfi49iayd31ch80-wpengine.netdna-ssl.com/wp-content/uploa… · Introduction 1.1 background and motivation According

4.1 First Part - Waiting Space Survey Taichung waiting space can be divided into three categories;

1 Simply bus stop

2 Canopy type shelters

3 Brt Station

Three different type of waiting space analysis;

Page 6: Ths Research of Users' Emotional Responses to Interactive ...25qt511nswfi49iayd31ch80-wpengine.netdna-ssl.com/wp-content/uploa… · Introduction 1.1 background and motivation According

The results showed that Canopy type shelters are most suitable place for this research. Because of the Simply bus stop didn’t have shelter, it’s not suitable for setting media equipment . Although Brt Station is better, but the permanent and universality not netter than Canopy type shelters. So I choose Canopy type shelters for this study’s research place. Will choose Taiwan Blvd’s three stops to observing users behavior, and I observed about 36 people.

The study found that observation of behavior could be divided into 10 kinds, respectively: 1. Seeing Advertisement 2. Playing cellphone 3.chat 4.scoop 5.dazine

Numbers of people

Waiting time Permanent Location Universal

ity

Fit to set Interactive Media

Simply bus stop Less Long Long One the

small road General No

Canopy type shelters

General General Long One the big road General Yes

Brt Station More Less

It’s possible to dismantle

Only on Taiwan Blvd Less Yes

Page 7: Ths Research of Users' Emotional Responses to Interactive ...25qt511nswfi49iayd31ch80-wpengine.netdna-ssl.com/wp-content/uploa… · Introduction 1.1 background and motivation According

6.seeing electronic billboards time 7. Seeing the bus in direction 8. Seeing bus route 9.talking on the phone 10. Listening to the music.

Waiting Behavior 4.2 Second Part-Interview Questionnaire Result People waiting for the bus for about 3-5 minutes and 6-10 minutes. Most Bus Shelters Waiting space equipment has stops, rest seats, billboards, and canopy.

Waiting Time

Seeing the bus in

direction

Play cell phone

Chat

Scoop

Seeing electronic bill boards

time

Seeing advertismm

ent

Chat on phone

Listen musicDazing

Seeing bus route

Listen music

Seeing bus

Page 8: Ths Research of Users' Emotional Responses to Interactive ...25qt511nswfi49iayd31ch80-wpengine.netdna-ssl.com/wp-content/uploa… · Introduction 1.1 background and motivation According

Waiting space equipment

Waiting habits, most people were accustomed to standing , less for sitting or to rely on thing next by.

People waiting behavior, most people looking around the area, next were seeing advertisement, seeing the bus in direction, and seeing electronic bill boards time, playing cellphone, chat with friends and dazing.

Page 9: Ths Research of Users' Emotional Responses to Interactive ...25qt511nswfi49iayd31ch80-wpengine.netdna-ssl.com/wp-content/uploa… · Introduction 1.1 background and motivation According

There are two types of advertising forms in waiting space static advertising and dynamic advertising .

This part played five different types of interactive advertising to the subjects, and selects the most favorite type. The Interaction Type can divide into Smart phone interaction, Touch interaction, Developing interaction, and Sensing Interactive

Page 10: Ths Research of Users' Emotional Responses to Interactive ...25qt511nswfi49iayd31ch80-wpengine.netdna-ssl.com/wp-content/uploa… · Introduction 1.1 background and motivation According

4.3 Interview Questionnaire -Interactive Advertising Preference Survey

Interactive advertising preferences: Play five different types of interactive advertising to the subject's view, choose a favorite type. There are 50% of people like the E. Unbelievable Bus Shelter and 33% of people like the D. The Ad That Could Blow You Away and 17% people like the B. Coca-Cola Small World Machines. Finally, are the contents of questionnaire interview results. The Coca-Cola Small World Machines ad let people feel happy. And the Interactive makes people feel enjoyed and relaxed. Will make people want to initiative interact with the advertisement and the content is fun and interesting.

Page 11: Ths Research of Users' Emotional Responses to Interactive ...25qt511nswfi49iayd31ch80-wpengine.netdna-ssl.com/wp-content/uploa… · Introduction 1.1 background and motivation According

The Ad That Could Blow You Away let subject feel 1. The ad’s content is very specific, simple and clear and it’s content will realities echo with the reality. This ad can remind people when the buses come, than people won’t worry about miss the bus. And the last one, Unbelievable Bus Shelter it make subject feel it appeared in a very special way. And it cans interaction with the real life. AR effect is very novelty and advertisement's content is special. And also subject suggestion the content can be more usefulness or warm. Conclusion and Suggestion The study found: (1) Most frequent behavior of users is use of mobile phones and seeing the bus in direction in the waiting space. (2) Most users accustomed stand to wait. (3) The forms of advertising are almost dynamic advertising in waiting space (4) All of interactive ad types preference, people highest degree of to the sensing interactive ads. (5) Interactive advertisement mode of operation, people like the passive acceptance of interactive ad content. (6) Commercial and Non-Commercial type ads are accepted into the space in waiting, compared to industry categories, advertising content, and suitability are more importantly. The study suggests conclusions: (1)people high frequency use the phone and seeing the bus in direction of the bus. So combine smart phone and instantly know the bus stop condition, can consider for one of the design elements of interactive advertising. (2) User prefers sensing interactive advertising for interactive ad types. And is passive to receiving advertising content. Therefore, interactive advertising to sense interactive advertising into the waiting space is best. (3) Advertising industry category does not cause the user's preference, it is more important that the advertising content presented and the way to interact, is required to achieve meaningful and interesting.

Page 12: Ths Research of Users' Emotional Responses to Interactive ...25qt511nswfi49iayd31ch80-wpengine.netdna-ssl.com/wp-content/uploa… · Introduction 1.1 background and motivation According

References 1. Barnes, C., Mercer, G., & Shakespeare, T. (1999). Exploring disability: A

sociological introduction (pp. 182-210). Cambridge: Polity Press.

2. Hwang, Y. H., Kim, S. I., & Jeng, J. M. (2000). Examining the causal relationships among selected antecedents of responsible environmental behavior. The journal of environmental education, 31(4), 19-25.

3. Venter, J. C., Remington, K., Heidelberg, J. F., Halpern, A. L., Rusch, D., Eisen,

J. A., ... & Fouts, D. E. (2004). Environmental genome shotgun sequencing of the Sargasso Sea. science, 304(5667), 66-74.

4. 2016 臺北世界設計之都(2014),2015 年 3 月取自:

http://taipeidesign.org.tw/ 。 5. 呂冠瑩(2000)。廣告學,台北:文京圖書有線公司,頁 4-5。 6. 黃耀榮(1989)。從環境行為研究談都市景觀美學-論建築色彩的特性與應用,建築師雜誌,巨流圖書公司。

7. 曾榮梅(2011)。環境媒體與被置入者的情感互動研究,設計學報,16卷,3期。

8. 徐磊青、楊公俠(2005)。環境心理學-環境,知覺和行為,臺北市。 9. 2014.9.6 TRTC台北捷運 西門站 叩叩! 人孔蓋 藝術互動裝置(2014)。

2014年 12月取自:https://www.youtube.com/watch?v=uzs44Dl_sa4 10. Coca-Cola Small World Machines - Bringing India & Pakistan Together(2012)。2014年 12月取自:https://www.youtube.com/watch?v=ts_4vOUDImE

11. Coke dance vending machine ( 코-크 댄스 자판기, 2PM 자판기, 2PM vending

machine ) (2012)。2014年 12月取自:https://www.youtube.com/watch?v=DgtijpUNKGo

12. The Dancing Traffic Light Manikin by smart(2014)。2014年 12月取自:https://www.youtube.com/watch?v=SB_0vRnkeOk

13. This Ad Will Blow You Away!(2014)。2014年 12月取自:https://www.youtube.com/watch?v=aKfvvEtxSRQ

14. Plan UK Interactive Bus Stop(2012)。2014年 12月取自:https://www.youtube.com/watch?v=f40vGY3BbVA

15. Smell the world at London Heathrow Airport(2015)。2015年 12月取自:

http://airportshuttlecapetown.blogspot.tw/2014/11/smell-world-at-london-heathrow-airport.html

Page 13: Ths Research of Users' Emotional Responses to Interactive ...25qt511nswfi49iayd31ch80-wpengine.netdna-ssl.com/wp-content/uploa… · Introduction 1.1 background and motivation According

16. Unbelievable Bus Shelter | Pepsi Max. Unbelievable #LiveForNow(2014)。

2014年 12月取自:https://www.youtube.com/watch?v=Go9rf9GmYpM

17. 全民億起拍(2012)。2014年 12月取自:http://www.taiwanhot.net/portal.php?mod=view&aid=18664。

18. 麥當勞創意互動戶外廣告看板,讓消費者在大街上玩遊戲免費獲得食品(2011)。2014年 12月取自:https://www.youtube.com/watch?v=fGuzG1-fQ00。