Using an Emotional Model to Improve the Measurement of Advertising Effectiveness
This paper demonstrates the importance of measuring emotional response to advertising. Drawing on new empirical data, it shows how an emotional model of advertising and emotional measurement, can lead to greater effectiveness, efficiency, better planning and decision-making. Its findings could radically change the way we think about advertising.
Advances in neuroscience and psychology in recent years have changed our view of how the human mind works. We now understand that emotions guide and bias our decision-making1, and indeed are essential for it. Without our emotions we make poor decisions, and in fact, we struggle to make decisions at all2. Emotions shape our behaviour and our responses to everyday situations. And not only does it turn out that emotions are more central to our decision-making than we had ever previously acknowledged, but the role of our core-consciousness in decision-making is also now being called into question. Scientists at The Bernstein Centre for Computational Neuroscience have shown that a decision is formed in our sub-conscious up to ten seconds before we believe we have consciously made that decision3. That emotional engagement is strongly associated with long term memory encoding has also been revealed by neuroscience4. In short, we now know more than ever about the inner workings of the brain, and the importance of emotion for memory and decision-making.