Augmented digital human vs. human agents in storytelling marketing: Exploratory electroencephalography and experimental studies

dc.contributor.authorSung, Eunyoung (Christine)
dc.contributor.authorHan, Dai‐In Danny
dc.contributor.authorChoi, Yung Kyun
dc.contributor.authorGillespie, Brian
dc.contributor.authorCouperus, Anja
dc.contributor.authorKoppert, Marc
dc.date.accessioned2023-11-09T21:51:47Z
dc.date.available2023-11-09T21:51:47Z
dc.date.issued2023-09
dc.description.abstractAs the fourth industrial revolution unfolds and the use of digital humans becomes more commonplace, understanding digital humans' potential to replace real human interaction or enhance it, particularly in storytelling marketing contexts, is becoming evermore important. To promote interaction and increase the entertainment value of technology-enhanced storytelling marketing, brands have begun to explore the use of augmented digital humans as storytelling agents. In this article, we examine the effectiveness of leveraging advanced technologies and delivering messages via digital humans in storytelling advertisements. In Study 1, we investigate the effectiveness of narrative transportation on behavioral responses after exposure to an interactive augmented reality mobile advertisement with a digital human storyteller. In Study 2, we compare how consumers respond to augmented digital human versus real human storytelling advertisements after conducting an exploratory neurophysiological electroencephalography study. The findings show that both types of agents promote narrative transportation when the story fits the product well. Moreover, a digital human perceived as more human-like elicits stronger positive consumer responses, suggesting an effective new approach to storytelling marketing.en_US
dc.identifier.citationSung, E. (C.), Han, D.-I. D., Choi, Y. K., Gillespie, B., Couperus, A., & Koppert, M. (2023). Augmented digital human vs. human agents in storytelling marketing: Exploratory electroencephalography and experimental studies. Psychology & Marketing, 40, 2428–2446. https://doi.org/10.1002/mar.21898en_US
dc.identifier.issn0742-6046
dc.identifier.urihttps://scholarworks.montana.edu/handle/1/18192
dc.language.isoen_USen_US
dc.publisherWileyen_US
dc.rightscc-by-nc-nden_US
dc.rights.urihttps://creativecommons.org/licenses/by-nc-nd/4.0/en_US
dc.subject4th industrial revolutionen_US
dc.subjectaugmented realityen_US
dc.subjectdigital humanen_US
dc.subjectelectroencephalographyen_US
dc.subjectnarrative transportationen_US
dc.subjectstorytellingen_US
dc.titleAugmented digital human vs. human agents in storytelling marketing: Exploratory electroencephalography and experimental studiesen_US
dc.typeArticleen_US
mus.citation.extentfirstpage1en_US
mus.citation.extentlastpage19en_US
mus.citation.journaltitlePsychology & Marketingen_US
mus.data.thumbpage10en_US
mus.identifier.doi10.1002/mar.21898en_US
mus.relation.collegeCollege of Businessen_US
mus.relation.departmentBusiness.en_US
mus.relation.universityMontana State University - Bozemanen_US

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