Does facial coding generalize across cultures?: A spotlight on Asia

This paper describes insights gathered by Unilever, the beauty and personal care multinational, on the universality of facial coding techniques with particular reference to Asia, based on several global studies.

Does facial coding generalize across cultures?: A spotlight on Asia

Rana el Kaliouby, Evan KodraAffectivaPankaj JhaMillward BrownNamita MedirattaUnilever

Introduction

Unilever's challenge: A scalable, global and scientifically valid measure of emotion engagement to ads

Like many Fortune 500 brands, Unilever invests millions in advertising that aims to capture viewers' attention, build brand loyalty, and ultimately drive sales. Key success criteria include the extent ads are emotionally engaging, delivering the desired message, driving branded cut through and persuading the consumer to take action.

To meet this need, marketers increasingly seek ways to measure emotional engagement...

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