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

Eunyoung (Christine) Sung, Dai-In Danny Han, Yung Kyun Choi, B Gillespie, A Couperus, M Koppert

Research output: Contribution to journalArticleScientificpeer-review

1 Citation (Scopus)

Abstract

As 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.

Original languageEnglish
Pages (from-to)2428-2446
Number of pages19
JournalPsychology & Marketing
Volume40
Issue number11
DOIs
Publication statusPublished - 2023

Keywords

  • 4th industrial revolution
  • augmented reality
  • digital human
  • electroencephalography
  • narrative transportation
  • storytelling

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