Does facial coding generalize across cultures?: A spotlight on Asia
Rana el Kaliouby, Evan KodraAffectivaPankaj JhaMillward BrownNamita MedirattaUnilever
Introduction
Unilever's challenge: A scalable, global and scientifically valid measure of emotion engagement to ads
Like many Fortune 500 brands, Unilever invests millions in advertising that aims to capture viewers' attention, build brand loyalty, and ultimately drive sales. Key success criteria include the extent ads are emotionally engaging, delivering the desired message, driving branded cut through and persuading the consumer to take action.
To meet this need, marketers increasingly seek ways to measure emotional engagement...