Tuning into TV ads: How emotion research transforms our understanding of advertising in Asia

This paper reports on a study of TV advertisements across five Asian markets (with a particular focus on Vietnam) utilising facial imaging technology to measure consumers' emotional responses.

Tuning into TV ads: How emotion research transforms our understanding of advertising in Asia

Alastair GordonGordon & McCallum, New ZealandJoe Wheller, Vuong Manh GiangCimigo, VietnamWinnie YeungCimigo, Hong Kong

Introduction

Neuroscience, biometrics, and facial imaging are increasingly being adopted in market research to supplement or replace conventional survey methodologies. This paper investigates the applicability of one of these methods, facial imaging, in the Asian context. The research reported here is based on a collaborative study undertaken by Gordon & McCallum (an international research consultancy), Cimigo Ltd. (one of Asia's leading brand and market research...

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