Do Emotions in Advertising Drive Sales?: Use of facial coding to understand the relation between emotional ads and sales effectiveness
It is now widely accepted that human emotions play a significant role in driving our decisions, from the type of content we watch to the products and services we buy (LeDoux 2002; Damasio 1994). Physiological changes in our heart rate, posture, facial expression and voice convey emotion responses to the world around us. These responses are encoded in the System 1 brain circuit, the automatic and largely emotional processing system of the brain. When making decisions, our past and current emotion experiences bias our decision-making subconsciously, making emotions an important influencer on our decisions (Loewenstein and Lerner 2003).