Effects of Personalized Advertising on Workers' Emotions and Work Efficiency During Visual Display Terminal Use

Abstract

With the rapid expansion of the Internet advertising market, advertisements have become an indispensable part of modern society as a means of information communication. However, advertisements displayed during work are often considered annoying or disturbing, raising the concern that they may reduce the effectiveness of the advertisement. Personalized advertisements have attracted attention as a means of solving these problems, as they are expected to promote positive emotions and effectiveness through content based on individual interests and preferences. In this study, we conducted an experiment to investigate the effects of personalized advertisements in a passive work environment with different loads, to test the potential of advertisements as a work-aid tool. The effects of personalized advertisements on workers' emotions and work efficiency were evaluated using a text reading task and double-tasking. The results showed that in passive tasks with a light load, personalized advertisements promoted pleasant emotions and made workers feel less disturbed by advertisements despite decreasing their concentration. In heavy-load passive tasks, a relaxing effect was observed, suggesting that work performance was maintained. These results indicate that personalized advertisements contribute to the promotion of pleasant feelings and relaxation and may be used as a work-aid tool that exerts an emotional effect, especially in passive work environments.