How Facial Coding helps to Optimize Communication: Emotions as strong predictors of communication effectiveness for FMCG
Massimo Sarcina, Esperanza Vallejo, Catalina Bonnet and Joaquín Tapia
Alicorp, the consumer goods company, used the brain theories System 1 and 2, and facial coding tests to understand how to make their ads more effective in Peru.
Abstract
Developing successful communication is becoming more and more difficult every day, particularly because people are exposed to an exponential number of stimuli, which makes them block out everything they do not consider relevant for their survival...
