Influence of Native Video Advertisement Duration and Key Elements on Advertising Effectiveness in Mobile Feeds

Table 2

Mean values, standard deviations, and analysis of variance results concerning electroencephalography.

		M6	M15	U15	U30	F
Valence	Mean	3.84	0.71	−0.65	3.73	10.92	<0.01
	SD	5.51	3.84	7.87	6.38
Arousal	Mean	1.74	−1.31	−1.63	−2.93	13.41	<0.01
	SD	6.73	2.99	4.83	3.94