Emotions and Attitude to Food Viral Advertising: An Empirical Study

By Simona Naspetti and Raffaele Zanoli.

Published by Food Studies: An Interdisciplinary Journal

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Article: Print $US10.00
Article: Electronic $US5.00

Five successful viral ad campaigns of different kinds of food and beverages were selected on YouTube. Thirty randomly selected respondents were asked to watch the videos and rate their emotional responses to them, as well as their overall ad liking (emotional quotient). Experiments were video-recorded and then facial micro-expressions were analyzed in order to reveal emotions. The results show: a) that self-reported, cognitively-mediated emotions are substantially different than face-revealed emotions; b) self-reported surprise and happiness appeared the most relevant emotions related to the viral campaigns; and c) ad liking is significantly and positively correlated with both the ‘revealed’ and ‘stated’ happiness and is inversely correlated to disgust. We conclude with the hypothesis that surprise could be untruly reported as a stated emotion, if the respondents ‘feel obliged’ to report such an emotion after being shown video material that they had never seen before.

Keywords: Micro-expressions, Emotions, Viral Marketing, Advertising

Food Studies: An Interdisciplinary Journal, Volume 1, Issue 2, pp.1-10. Article: Print (Spiral Bound). Article: Electronic (PDF File; 646.230KB).

Dr. Simona Naspetti

Senior Research Assistant, D3A, Università Politecnica delle Marche, Ancona, Italy

I am Ph.D. research assistant at the Polytechnic University of Marche. I have been involved with research in agro-food marketing at the regional and national level. I joined the University of Ancona in 1994, working on market initiatives concerning traditional and typical products including organic ones. I completed my Ph.D in 2000, with a dissertation on means-end chain analysis of Italian organic consumers. I have been lecturer in agro-food marketing at the Faculty of Agriculture in the University of Ancona and of industrial marketing at the Faculty of Engineering, and am currently carrying on EU-funded research on the organic supply chain and organic consumer behaviors. I wrote a book on the marketing of organic wine, co-authored with Prof. Zanoli, and several publications on consumers analyses. I was teacher in mathematics and statistics teacher from 1987 to 1999.

Dr. Raffaele Zanoli

Full Professor, D3A, Università Politecnica delle Marche, Ancona, Italy

I am a full professor of agricultural economics, a professor of industrial marketing, and a senior principal research scientist with 20 years experience primarily related to the economics and market analyses of the organic food sector. As a research scientist, I have participated in international projects on organic farming. I am member of the Faculty Council, representative of the Faculty of Agriculture in the Regional Committee for Organic Farming, and a founding member of Gruppo Italian di Ricerca in Agricoltura Biologica. I have written more than 140 publications on agricultural economics and consumers analyses.