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

Authors: Maria C. Voutsa; Eirini Tsichla; Leonidas Hatzithomas; Kostoula Margariti

Addresses: School of Economics, Aristotle University of Thessaloniki, 54124, Thessaloniki, Greece ' Department of Communication and Digital Media, University of Western Macedonia, Fourka Area Kastoria, 52100, Greece ' Department of Business Administration, University of Macedonia, 156, Egnatia Street, 54006, Thessaloniki, Greece ' School of Economics, Aristotle University of Thessaloniki, 54124, Thessaloniki, Greece

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.

DOI: 10.1504/IJIMA.2021.117531

International Journal of Internet Marketing and Advertising, 2021 Vol.15 No.4, pp.368 - 393

Received: 26 Jun 2019
Accepted: 19 Mar 2020
Published online: 13 Sep 2021 *

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