Why do some advertisements get shared more than others? Quantifying facial expressions to gain new insights

Daniel McDuff and Jonah Berger

Why do some advertisements get shared more than others? Using scalable automated facial coding algorithms, the authors quantified the facial expressions of thousands of individuals in response to hundreds of video advertisements.
McDuff and Berger

Management Slant

  • Not all emotions increase sharing, and the relationship between emotion and transmission is more complex than mere valence alone.
  • Arousal seems to drive the relationship between emotions and sharing so that h

WARC subscribers can sign in to keep reading

Not a subscriber?

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

Learn more Get a demo

WARC consistently delivers valuable insights that help to make me look like an expert in front of my colleagues and clients.

Dasha Boryso
Strategy Partner, Fetch

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands