The existing literature offers numerous studies on viewers’ responses to individual advertising features, whereas research addressing holistic responses to diverse and complex multimedia advertisements remains relatively scarce. As part of this master's thesis, we conducted a secondary analysis of previously collected data with the aim of examining differences in psychological and physiological responses to multimedia advertisements with different features. Participants, aged between 18 and 24, viewed four multimedia advertisements embedded within four video clips in the experimental part of the study, during which their psychological and physiological responses were colected. We analyzed the psychological responses of 53 participants using the Multimedia Ad Exposure Scale – MMAES (Oğuz, Strle, et al., 2023) and the physiological responses of 30 participants based on four features of the pupil diameter signal. No significant differences in psychological responses between individual ads were found; however, significant differences in physiological responses across advertisements were observed. When ads were grouped according to the presence of shared features, the differences in physiological responses were no longer statistically significant. Although we did not identify specific features that could explain the differences in responses, we highlighted several characteristics that appear particularly relevant for further investigation. The study emphasizes the distinction between psychological and physiological responses and attempts to illuminate their complex relationship through established psychological theories. It also highlights the need for the development of a model that more precisely explains the mechanisms through which combinations of advertising features influence viewers’ psychological responses.
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