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...