Measuring emotion implicitly: A comparison of channel effect on implicit emotion

This paper presents comparative research on the implicit emotional impact of ads when viewed in a cinema versus at home in the US and Australia, finding that ads viewed in a cinema have a greater emotional impact.

Measuring emotion implicitly: A comparison of channel effect on implicit emotion

Doug Pulick and Ken Roberts National CineMedia and Forethought Research

Abstract

Advertisers and brand owners seeking to activate emotion need to address the implicit emotions driving consumption behavior in their category and the effect of media mix on those emotions.

This paper explores the state of the art in emotions measurement. Exploring channel impact on the implicit emotions, namely In-Cinema versus At-Home viewing of advertising. The study was conducted in the USA and Australia.

Of critical importance to marketers is that the research approach used is the only...

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