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...