The effects of happiness types and happiness congruity on game app advertising and environments

作者：

Highlights：

• This study proves the happiness effects in mobile gameplay context for young adults.

• Advertising excited- (vs. calm-) happiness game apps leads to better ad effects.

• Ads embedded in calm- (vs. excited-) happiness contexts generate better ad effects.

• Ad background colors and incentives moderate the ad effects of happiness congruity.

• Red backgrounds (vs. gray and blue) and promotional incentives have better ad effects.

摘要

•This study proves the happiness effects in mobile gameplay context for young adults.•Advertising excited- (vs. calm-) happiness game apps leads to better ad effects.•Ads embedded in calm- (vs. excited-) happiness contexts generate better ad effects.•Ad background colors and incentives moderate the ad effects of happiness congruity.•Red backgrounds (vs. gray and blue) and promotional incentives have better ad effects.

论文关键词：Advertising effects,Congruity,Colors,Game apps,Happiness,Incentives

论文评审过程：Received 28 June 2015, Revised 2 September 2016, Accepted 2 September 2016, Available online 3 September 2016, Version of Record 17 September 2016.

论文官网地址：https://doi.org/10.1016/j.elerap.2016.09.001