Modern digital advertising platforms allow ads to be targeted in a variety of ways, and generally aim to match the ad … extend the emotion they are experiencing. On the other hand, emotional mismatch between the ad and content video can lead to … emotions might have a preference for positive emotions in the advertising to get themselves to a happier state. Thus, whether …

behavior point of view. This study contributes to how emotional triggers (e.g. positive emotion, negative emotion, tone) of …