Objectives: Emotions research

 

An appropriate balance between emotions and reason-based arguments is thought to help advertising achieve two important goals: to engage and persuade consumers. A key question is whether advertising w ...

The article discusses how to capture and measure consumers’ emotional responses, e.g. to advertising. There are five levels. 1) Ask people how they feel. 2) Get them to respond to images (e.g. selecti ...

The article argues that self-report often does not accurately represent people's beliefs or behaviour. This is illustrated from a project carried out for Changing Faces, an organisation that supports

This paper summarises the presentation by Anjali Puri on "Webnography: its evolution and implications for market research" given at the IJMR Research Methods Forum: ‘Methods Matter: Intervie ...

This article looks at evidence which suggests that the drivers of behaviour are primarily emotional, and that these are largely unconscious. These emotions are not necessarily powerful persuaders. Fam ...

This article argues that an integrated and holistic approach to research should be used for campaign development and evaluation. Brand awareness does not always lead to improved sales performance, and ...

Advertising research is still largely based on measuring message transmission and information processing, even though these are not the main ways the brain processes communications. The industry tries ...

This paper describes a new a brand new approach to measuring emotion, called Metaphorix™. Using Web 2.0, Metaphorix™ brings metaphors to life though animated visuals, into which the respondent projec ...

The paper describes a new research methodology developed by Repères that makes the most of the technical revolution of digital video. VideoStudy uncovers emotions through a dynamic analysis of the gap ...

In this article, WARC Online's James Aitchison looks at emotion-based surveys while Geoffrey Precourt reports on the new skills requirements for researchers. This is one of a series of extracts from W ...

This article describes AdEval, the TNS pre-testing technique which discovers what emotions are evoked by advertising. The experiment described looked at pre-Christmas advertising by a number of superm ...

Emotion is central to brand communications, but there has been a failure to define what we mean by 'emotion'. Merely distinguishing it from 'rationality' is not good enough; emotions are complex, with ...

Advertising awareness, the most used ad efficiency metric, is coming under increasing scrutiny, as it is perceived as being based on old economic theories of consumer behaviour, and no longer useful f ...

The market research industry has failed to exploit the opportunities provided by the internet; they use it simply to repeat offline research methods faster and cheaper. Online surveys look the same as ...

Individuals, when processing information, apply a set of 'filters' to weed out what is unimportant. These filters include memories, values, beliefs, decisions and attitudes, emotional as well as logic ...

This paper describes FacetraceTM, a method for measuring emotions from facial expressions. The paper outlines what led to the construction of the technique, and the psychological theory underpinning i ...

This paper describes Emotion ToolTM, a measurement method based on eye-tracking that makes it possible to measure immediate unconscious and uncontrollable emotional responses before they are cognitive ...

This paper discusses what emotions are really, and how we can structure these emotions before assessing how we can actually measure them. i-City is a research lab for mobile applications and runs a pa ...

This paper discusses emotions and brand perceptions in the light of current knowledge from neuroscience etc. In the traditional model of brand communication, the consumer's mind is a blank page on whi ...

The brand challenge goes beyond identifying motivations and needs. What inspires a 'shared moment' that links a consumer with a brand? The analogy is with dancing - how do consumer and brand come to b ...

Building on the paper 'Measures of Engagement, previously published by the ARF, this paper discusses the measurement of engagement in brand messages. It features a variety of innovative, but empirical ...

Over the last decade, findings from neuroscience have demonstrated that reason is not separate from the brain, but embodied in it, and is mediated by unconscious emotional influences. As such, if emot ...

Advertising, marketing, and public opinion researchers routinely query survey respondents about tangible and intangible product attributes and benefits along two dimensions: desirability or importance ...

This study investigates the most appropriate message framing to present to consumers in print advertisements for healthcare products. Using a context of travel healthcare, an experimental study is con ...

Most media research has traditionally been based around the opportunities the target audience have to see or hear an ad. The opportunity, however, does not mean that they will do so, and new technolog ...

Models of advertising have changed dramatically in the last 20 years, as simplistic conceptions of the pattern of consumer behaviour (such as AIDA) have fallen out of favour, and more complex idea com ...

The present study presents a biologically based measure of audience engagement. The measure is based on a neuroscience informed combination of signal processing methods that yield a continuous time-lo ...

In the past, behaviour was presumed as conscious, sequential and rational, and hierarchy-of-effects (HOE) models of advertising, like AIDA, reflected this thinking. However, recent studies show that e ...

This paper addresses the question of how to capture emotions in qualitative research. The authors present a new method on how to tackle emotions, using the 'Emoti*Scape' tool which is based on a list ...

This paper speculates whether, and how soon, biometric technology (especially facial recognition and layered voice analysis) will supplant traditional methods in advertisement pre-testing or qualitati ...