Hershey taps into emotion with "mind modelling"

This event report demonstrates how Hershey, the candy manufacturer, has tapped into emotional consumer insights using techniques such as mind modelling.

Hershey taps into emotion with "mind modelling"

Stephen WhitesideWarc

The Hershey Co. knows that anyone taking a few bites of its candy bars will enjoy a near-instant pleasure kick as the endorphins start flowing around their body.

Now, the sweet-treat specialist is attempting to inject its marketing with an equivalent sensory impact. And one core tactic underpinning this process is a research technique called "mind modelling," which delves into the consumer psyche to identify the emotional – rather than functional – drivers shaping behaviour, and uses the findings as the basis for brand communications.

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