{"status":"ok","message-type":"work","message-version":"1.0.0","message":{"indexed":{"date-parts":[[2026,7,24]],"date-time":"2026-07-24T21:14:57Z","timestamp":1784927697265,"version":"3.55.0"},"reference-count":57,"publisher":"MDPI AG","issue":"2","license":[{"start":{"date-parts":[[2024,1,14]],"date-time":"2024-01-14T00:00:00Z","timestamp":1705190400000},"content-version":"vor","delay-in-days":0,"URL":"https:\/\/creativecommons.org\/licenses\/by\/4.0\/"}],"funder":[{"DOI":"10.13039\/501100004281","name":"National Science Centre of Poland","doi-asserted-by":"publisher","award":["2017\/27\/B\/HS4\/01216"],"award-info":[{"award-number":["2017\/27\/B\/HS4\/01216"]}],"id":[{"id":"10.13039\/501100004281","id-type":"DOI","asserted-by":"publisher"}]}],"content-domain":{"domain":[],"crossmark-restriction":false},"short-container-title":["Sensors"],"abstract":"<jats:p>This study presents the results of an experiment designed to investigate whether marketing videos containing mixed emotional content can sustain consumers interest longer compared to videos conveying a consistent emotional message. During the experiment, thirteen participants, wearing EEG (electroencephalographic) caps, were exposed to eight marketing videos with diverse emotional tones. Participant engagement was measured with an engagement index, a metric derived from the power of brain activity recorded over the frontal and parietal cortex and computed within three distinct frequency bands: theta (4\u20138 Hz), alpha (8\u201313 Hz), and beta (13\u201330 Hz). The outcomes indicated a statistically significant influence of emotional content type (mixed vs. consistent) on the duration of user engagement. Videos containing a mixed emotional message were notably more effective in sustaining user engagement, whereas the engagement level for videos with a consistent emotional message declined over time. The principal inference drawn from the study is that advertising materials conveying a consistent emotional message should be notably briefer than those featuring a mixed emotional message to achieve an equivalent level of message effectiveness, measured through engagement duration.<\/jats:p>","DOI":"10.3390\/s24020517","type":"journal-article","created":{"date-parts":[[2024,1,15]],"date-time":"2024-01-15T07:25:07Z","timestamp":1705303507000},"page":"517","update-policy":"https:\/\/doi.org\/10.3390\/mdpi_crossmark_policy","source":"Crossref","is-referenced-by-count":5,"title":["Viewer Engagement in Response to Mixed and Uniform Emotional Content in Marketing Videos\u2014An Electroencephalographic Study"],"prefix":"10.3390","volume":"24","author":[{"ORCID":"https:\/\/orcid.org\/0000-0002-9003-4129","authenticated-orcid":false,"given":"Izabela","family":"Rejer","sequence":"first","affiliation":[{"name":"Department of Computer Science and Information Technology, West Pomeranian University of Technology in Szczecin, 70-310 Szczecin, Poland"}],"role":[{"vocabulary":"crossref","role":"author"}]},{"given":"Jaros\u0142aw","family":"Jankowski","sequence":"additional","affiliation":[{"name":"Department of Computer Science and Information Technology, West Pomeranian University of Technology in Szczecin, 70-310 Szczecin, Poland"}],"role":[{"vocabulary":"crossref","role":"author"}]},{"given":"Justyna","family":"Dreger","sequence":"additional","affiliation":[{"name":"Department of Computer Science and Information Technology, West Pomeranian University of Technology in Szczecin, 70-310 Szczecin, Poland"}],"role":[{"vocabulary":"crossref","role":"author"}]},{"ORCID":"https:\/\/orcid.org\/0000-0002-2463-3916","authenticated-orcid":false,"given":"Krzysztof","family":"Lorenz","sequence":"additional","affiliation":[{"name":"Krzysztof Lorenz Institute of Economics and Finance, University of Szczecin, 70-453 Szczecin, Poland"}],"role":[{"vocabulary":"crossref","role":"author"}]}],"member":"1968","published-online":{"date-parts":[[2024,1,14]]},"reference":[{"key":"ref_1","doi-asserted-by":"crossref","first-page":"102186","DOI":"10.1016\/j.telpol.2021.102186","article-title":"Advertising in streaming video: An integrative literature review and research agenda","volume":"45","author":"Frade","year":"2021","journal-title":"Telecommun. 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