How to measure emotional response to advertising
Understanding emotional response is vital to understanding advertising success, but how best can emotional response be measured? Dominic Twose of Kantar Millward Brown sets out to clarify the confusion surrounding this topic and describes key learnings from the use of facial coding to assess ad responses.
Much has been written in recent years about emotional responses to advertising, with much of the discussion being centred on System 1 and System 2 modes of thinking. It is generally understood that System 1 operates automatically and quickly, with little or...