The Influence of Typical Versus Atypical Ads On Sharing Intention

Paulo Rita, João Guerreiro, Sara Matos

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Consumers are overwhelmed with advertising messages which makes some of them unable to break the clutter to be viewed and shared. The purpose of the current paper is to study how visual attention, arousal, and pleasure may lead to advertising sharing intention. This study followed an experimental design using consumer neuroscience methods, more specifically, eye tracking and electro dermal activity, evaluating how typicality and the celebrity factor can influence consumers’ visual attention and arousal. Participants watched four ad campaign scenarios: a typical ad without celebrities (T), a typical ad with celebrities (TC), an atypical ad without celebrities (A), and an atypical ad with celebrities (AC), with arousal and pleasure being measured through the self-assessment manikin and their sharing intention through a questionnaire. Findings showed that atypical ads generate higher levels of arousal and pleasure, which positively influences sharing intention. Also, when comparing (TC) with (AC), the celebrity factor presents lower arousal levels in the TC scenario.
Original languageEnglish
Pages (from-to)231-262
Number of pages32
JournalInternational Journal of Internet Marketing and Advertising
Issue number3-4
Early online date12 Sept 2022
Publication statusPublished - 1 Oct 2023


  • advertising campaigns
  • consumer brand engagement (CBE)
  • celebrities
  • consumer neuroscience
  • sharing intention
  • typicality


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