Modern digital advertising platforms allow ads to be targeted in a variety of ways, and generally aim to match the ad being shown with either the user or the content being shown. In this study, we examine the effect of matching in emotional content of ads and the video on which the ad is shown...

Emotions have a strong impact on our everyday life, including our mental health, sleep pattern, overall well-being, and judgment and decision making. Our paper is the first study to show that incidental emotions, i.e., emotions not related to the actual choice problem, influence the compliance...