{"id":1080,"date":"2020-12-29T06:02:50","date_gmt":"2020-12-29T03:02:50","guid":{"rendered":"https:\/\/persona.qcri.org\/blog\/?p=1080"},"modified":"2021-03-21T14:24:42","modified_gmt":"2021-03-21T11:24:42","slug":"how-does-personification-impact-ad-performance-and-empathy-an-experiment-with-online-advertising","status":"publish","type":"post","link":"https:\/\/persona.qcri.org\/blog\/how-does-personification-impact-ad-performance-and-empathy-an-experiment-with-online-advertising\/","title":{"rendered":"How Does Personification Impact Ad Performance and Empathy? An Experiment with Online Advertising"},"content":{"rendered":"
\"How
How Does Personification Impact Ad Performance and Empathy? An Experiment with Online Advertising<\/figcaption><\/figure>\n

This research, led by Joni Salminen<\/a>, explores the value of personas for supporting professional advertisers designing social media advertising.<\/p>\n

We test if a personified user group (PUG), when provided to online ad designers, results in better ad performance than when using a non-personified user group (NUG) that had no face picture or name.<\/p>\n

Our experiment has 30 participants that created Facebook ads using both PUG and NUG.<\/p>\n

We found that using PUG increased the advertising click performance of ads created by people who are more experienced with both ads and personas.<\/p>\n

Moreover, an analysis of the ad texts showed that the use of PUG increased the empathy of the created ads, supporting the foundational empathy benefit cited in HCI literature.<\/p>\n

However, the use of PUG did not significantly increase purchase intent.<\/p>\n

The results imply that using PUG for online ad design evokes more empathy and improves click-through performance. More empathetic ads can have a positive impact on social media users, given that they appear to increase relevance.<\/p>\n

Salminen, J., Kaate, I., Sayed Kamel, A., Jung, S.G., and\u00a0Jansen, B. J.\u00a0 (2021) How Does Personification Impact Ad Performance and Empathy? An Experiment with Online Advertising<\/a>,\u00a0International Journal of Human\u2013Computer Interaction<\/u>, 37:2, 141-155, DOI: 10.1080\/10447318.2020.1809246<\/p>\n","protected":false},"excerpt":{"rendered":"

This research, led by Joni Salminen, explores the value of personas for supporting professional advertisers designing social media advertising.<\/p>\n","protected":false},"author":3,"featured_media":0,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"site-sidebar-layout":"default","site-content-layout":"","ast-site-content-layout":"default","site-content-style":"default","site-sidebar-style":"default","ast-global-header-display":"","ast-banner-title-visibility":"","ast-main-header-display":"","ast-hfb-above-header-display":"","ast-hfb-below-header-display":"","ast-hfb-mobile-header-display":"","site-post-title":"","ast-breadcrumbs-content":"","ast-featured-img":"","footer-sml-layout":"","theme-transparent-header-meta":"","adv-header-id-meta":"","stick-header-meta":"","header-above-stick-meta":"","header-main-stick-meta":"","header-below-stick-meta":"","astra-migrate-meta-layouts":"default","ast-page-background-enabled":"default","ast-page-background-meta":{"desktop":{"background-color":"","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"tablet":{"background-color":"","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"mobile":{"background-color":"","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""}},"ast-content-background-meta":{"desktop":{"background-color":"var(--ast-global-color-5)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"tablet":{"background-color":"var(--ast-global-color-5)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"mobile":{"background-color":"var(--ast-global-color-5)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""}},"jetpack_post_was_ever_published":false,"_jetpack_newsletter_access":"","_jetpack_dont_email_post_to_subs":false,"_jetpack_newsletter_tier_id":0,"_jetpack_memberships_contains_paywalled_content":false,"_jetpack_memberships_contains_paid_content":false,"footnotes":""},"categories":[2],"tags":[234,494,462,267,365,464,362,461,459,498,360,363,460,359,463,39,361,458,133,497,496,495,465,358,364],"class_list":["post-1080","post","type-post","status-publish","format-standard","hentry","category-personas","tag-actionable-buyer-persona-research","tag-advertising-persona","tag-apg-research","tag-buyer-persona-research","tag-chi-research","tag-data-driven-persona-research","tag-disadvantages-of-market-research","tag-disadvantages-of-marketing-research","tag-disadvantages-of-not-doing-market-research","tag-ecommerce-customer-persona","tag-google-analytics-research","tag-how-to-research-a-persona","tag-literature-review-in-quantitative-research","tag-market-research-disadvantages","tag-persona-analytics-research","tag-persona-research","tag-persona-research-for-construction","tag-persona-research-questions","tag-personas-research","tag-personification-ads","tag-personification-advertising","tag-personification-in-advertising","tag-research-personas","tag-user-persona-research-company","tag-user-research-interview-questions-sample"],"yoast_head":"\nHow Does Personification Impact Ad Performance and Empathy? 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