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

Author:

Sung Eunyoung (Christine)1ORCID,Han Dai‐In Danny23,Choi Yung Kyun4,Gillespie Brian5,Couperus Anja6,Koppert Marc7

Affiliation:

1. Department of Marketing Program Jake Jabs College of Business & Entrepreneurship, Montana State University Bozeman Montana USA

2. Division of Research Centre Future of Food ZUYD University of Applied Sciences Maastricht The Netherlands

3. Division of Academy for Hotel & Facility Breda University of Applied Sciences Breda The Netherlands

4. Department of Advertising & PR Dongguk University Seoul South Korea

5. Associate Dean's Office Jake Jabs College of Business & Entrepreneurship, Montana State University Bozeman Montana USA

6. Division of Biometrics Clinical Neurophysiology at Maxima Medical Center, ZUYD University of Applied Sciences Eindhoven (North Brabant) The Netherlands

7. Health Technology ZUYD University of Applied Sciences Heerlen The Netherlands

Abstract

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.

Publisher

Wiley

Subject

Marketing,Applied Psychology

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