Discrete negative emotions generated in an interactive advertisement: An exploration of control as a medium effect.

摘要

Some researchers believe that affective experiences on interactive media are different than in traditional media or in real life. This study's objective is to explain emotion elicitation in interactive media by applying appraisal theories.;One of the main contributions of appraisal theories to the study of emotions is their capacity to forecast which discrete emotion will be elicited by an event. The prediction of emotion elicitation is based on a relatively small number of appraisal dimensions that an individual makes about an event.;Two dimensions from appraisal theories (control, who controls the event, and agency, who caused the event) were extracted for this study to explore how combinations of control and agency generate discrete emotions during an interaction with an ad that results in a negative outcome. The expected emotions to be found in the study were regret (low control/self), guilt (high control/self), dislike (low control/other), and anger (high control/other).