Brain Waves, Picture Sorts and Branding Moments

This paper describes a method to identify potential branding moments in television commercials. It involves the convergence between two fundamentally different nonverbal moment-by-moment measurement techniques.

Brain Waves, Picture Sorts®, and Branding Moments

Charles YoungCY Research Inc.

The mind of the consumer can be thought of as being continuously engaged in the process of defining the self and orienting it with respect to the outside world. A brand's image...