Subject Index
 

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 ...

Products function in a world inhabited by people, and not a single product operates without interaction (either directly or indirectly) with a human. Emotions are typically human, and our emotional ex ...

This paper describes the birth of a new research methodology developed by Repères with their client Moët Hennessy. It follows the development of an original research approach for measuring the equity ...

The paper explores how the global communication campaign for the 2006 Axe variant 'Click' was researched using evolutionary insights as a foundation. A multi-layered approach comprising desk-research, ...

This paper aims to summarise some of the leading efforts to measure engagement by synthesising a wide range of research previously undertaken into the topic. It focuses on the importance of measuring ...

In the past, it was presumed that behaviour was conscious, sequential and rational. The hierarchy-of-effects (HOE) models of advertising, like AIDA, reflect this ‘old world’ thinking, where ‘emotional ...

This paper will outline a research project commissioned by Sky media to investigate what happened when viewers watch ads at x30 fast forward (as if they were fast forwarding through an ad break on a P ...

Consumers increasingly control the dialogue with brands. This means the old intrusion/interruption model upon which communication planning has been historically based is increasingly less effective. W ...

Media messages regarding the ever increasing weight gain of children today and their poor state of nutrition are becoming ever more prevalent. Many studies have already been conducted to understand th ...

Our main purpose is to address these questions: how do emotions interact with and influence so-called “rational” processes; which are more important in brand communication and advertising? We first es ...